Innovation & Novelty

Question 1

Innovation

Answer 1

Something new. Occurs in all industries

In fashion, isn’t limited to clothing. Emerged from the fashion runways, appear in a hit movie, TV show, or music video.

Question 2

Relative Advantage

Answer 2

Perception that the innovation is more satisfactory than items that already exist in the same class of products

Question 3

Compatibility

Answer 3

A harmony between the innovation and the values and norms of potential adopters

Question 4

Complexity

Answer 4

A gauge of the difficulty faced by a customer in understanding and using Innovation

Question 5

Trialability

Answer 5

The relative ease of testing out the Innovation before making a decision (“simple to try”)

Question 6

Observability

Answer 6

The degree of visibility afforded the innovation (“conspicuous”)

Question 7

Awareness

Answer 7

You realize or hear about innovations/some new products but don’t really have much information about it.

Question 8

What are the 5 steps of the consumer adaption process?

Answer 8

Awareness, interest, evaluation, trial, adoption

Question 9

Interest

Answer 9

You seek information to learn more about the innovation/new things.

Question 10

Evaluation

Answer 10

You evaluate the information and think about whether it is really something you want or need.

Question 11

Trial

Answer 11

You try/test the innovation before adoption.

Question 12

Adoption

Answer 12

You start using it.

Question 13

The diffusion curve (Rogers)

Answer 13

is a visualization of the spread of innovation through a social system (start – peak – decline); illustrates diffusion of innovation as a Bell shaped curve.
has a horizontal time axis and vertical axis for number of adopters.

Question 14

Early adopters/opinion leaders

Answer 14

Early adopters or Opinion leaders make up 13.5 percent of the total adopters; They endorsed a style to those who seek guidance; are asked for advice about clothes;
Examples: Instagram influencers/bloggers, fashion editors

Question 15

Fashion Change Agents

Answer 15

A very small group of innovators who begin the diffusion process + a larger group of early adopters/opinion leaders
Perform several important roles:

Question 16

Fashion Mavens

Answer 16

people with a knowledge about some aspect of lifestyle, a passion for newness, and the desire to share their interest with others; produces the word-of-mouth to power the spread of an innovation

Question 17

Majority/ Late adopters

Answer 17

After the peak, the number of new adopters decreases, and all people have had the opportunity to possess it or at least try it (e.g., smart phone).

Question 18

1st Step in theatrical model

Answer 18

The first step involves the transmission of new ideas through the impersonal influence of mass media and marketer-based information to innovative consumers/opinion leaders.

Question 19

Second step of theatrical model

Answer 19

The second step depends on the personal , face-to-face influence within social groups as new ideas move from fashion leaders to fashion followers.

Question 20

Diffusion Bass Model

Answer 20

Shows that most consumers at the beginning of the diffusion process adopt the innovation based on impersonal influences such as the mass media. Most subsequent adopters make the decision based on interpersonal influence. But some adapters, even at the later stages rely mostly on external impersonal influence.

Question 21

Diffusion S Curve

Answer 21

The bell curve of the Rogers diffusion process can be redrafted into a cumulative form- the S-curve (Brown, 1992).

Question 22

Graph 2 S curve

Answer 22

Using this theoretical model, it is easy to see how an innovation could spread between social groups and market segments.

Question 23

Fringe

Answer 23

A stage when an innovation arises and the trendiest consumers and entrepreneurial firms begin to participate.

Question 24

Trendy

Answer 24

A stage when awareness of the trend grows because early adopters join the innovators to increase the visibility of the trend and the most fashion-forward brands and retailers test the concept.

Question 25

Mainstream

Answer 25

A stage when more conservative consumers join in, visibility continues to increase, and corporations and brands capitalize on the growing demand

Question 26

Fashions

Answer 26

are themselves of short duration when compared to long-term social change.

Question 27

Fads

Answer 27

are fashions of even shorter duration. It sweeps into popularity, impacts _a limited num of people__(particular segment), and _quickly ends. (e.g., gladiator shoes)

Question 28

Classics

Answer 28

are trends that seem to reach a plateau of acceptance that endures for a long period of time (changed minimally over time). (e.g., trench coat)

Question 29

Scouts

Answer 29

Journalists, fashion directors, forecasters, and merchants- have the ability to recognize and transmit fads from the subgroup to the mainstream.

Question 30

Tastemakers

Question 31

Gatekeepers

Answer 31

Gatekeepers filter many ideas proposed by designers and determine which will be disseminated widely and which will be discarded.
The gatekeeper role is taken over by merchants and by the fashion press.