Abstract
Objectives of this study were to investigate research examining fashion adoption groups for (a) specific variables studied and major findings within broad categories of variables, (b) research propositions from which hypotheses can be derived, and (c) research trends over time. Fashion adoption groups differed in many ways that influence time of adoption. Sixteen propositions were detected that can be used as a structured framework for future research to derive hypotheses for empirical testing and to develop a theory/model focused specifically on fashion. A wealth of information about variables related to fashion adoption was compiled, organized, and presented to provide a more complete and updated view of fashion adoption. Gaps and shortcomings in research were uncovered that offered ideas for further research. Assessment of trends in research provided a sense of progress in the field regarding fashion adoption.
This is the second of a two-part series. The overall purpose is to present a comprehensive and critical review and analysis of studies related to fashion adoption groups—an appraisal over a lengthy period of time (i.e., 25 years) that will also indicate research trends on the topic. The objectives of Part 1 were to report on research about fashion adoption groups, specifically: theories/models used; participant demographics (i.e., age, gender, ethnicity, population, country, marital status, social class, and major); research methods (i.e., data collection and analysis); terms used to denote fashion adoption groups; and identification of fashion adoption groups.
In Part 1, the construct of a fashion adoption group was defined as “a subset within a population of consumers that shares something in common (e.g., roles, traits, interests) regarding currently prevailing styles.” Findings from 52 articles were critically synthesized as follows: (a) articles about fashion adoption groups were found in journals from a wide range of disciplines; (b) an increase in use of theories was noted, and in more than 60% of the articles, theories were used as a framework for the research, to justify studying particular variables, or as rationales for hypotheses; (c) participants were widely distributed in age, ethnicity, gender, and country; (d) the survey research method and parametric statistical analysis were primarily used; (e) diverse terms were used to denote fashion adoption groups; and (f) self-report was the main method used to collect data for identifying fashion adoption groups.
In Part 2 of this critical appraisal, the overall purpose of the study is fully realized by the analysis of variables, research propositions, and research trends in studies related to fashion adoption groups. The objectives of Part 2 were to examine research about fashion adoption groups for (a) specific variables studied and major findings within broad categories of variables, (b) propositions from which hypotheses can be derived, and (c) research trends over time. According to Green, Johnson, and Adams (2006), a critical appraisal is a useful method to compile, organize, and present many pieces of information that will provide a broad view on a topic, in this instance, fashion adoption groups. An assessment of the variables examined in articles on fashion adoption groups will uncover gaps and shortcomings and provide ideas for future research. Propositions will pave the way for development of a theory/model focused specifically on fashion. An assessment of trends in research will provide a sense of progress in the field regarding fashion adoption and will indicate areas for future research to enhance that progress.
Behling (1992) stated, “It is difficult to progress toward greater knowledge and a stronger theoretical base if a comprehensive knowledge of relevant findings is lacking when new fashion adoption studies are conceptualized” (p. 34). Since Behling’s review, no systematic review of research related to fashion adoption has been undertaken. It is timely to do so now.
Definitions of Terms Related to Fashion Adoption Groups
Adoption is often defined as purchase or trial, an appropriate definition for fashion clothing (Uray & Dedeoglu, 1997). Time of adoption refers to a point along the adoption–diffusion curve at which a consumer adopts a new style. Fashion clothing is the currently prevailing style of dress (Brannon, 2010); therefore, a fashion adoption group can be theoretically defined as a subset within a population of consumers that shares something in common (e.g., roles, traits, interests) regarding currently prevailing styles. Fashion adoption groups can be operationally defined by time of adoption on the adoption–diffusion curve (Rogers, 2003).
Method
The first step was a comprehensive search for pertinent articles. Articles included met these criteria: (a) empirical study that used systematic collection and analysis of data, (b) full-length article published in a refereed journal, (c) fashion-related topic, (d) publication date of 1989–2013 (25-year period), and (e) variables related to segmentation of fashion consumers into groups using either cutoff points or a continuum of innovativeness and opinion leadership.
Searching for Studies
First, OneSearch (a database search system that accesses major electronic databases) was used to locate relevant articles. Databases accessed by OneSearch were EBSCOhost, Academic Search Complete, First Search, JSTOR, LexisNexis, Opposing Viewpoints Resource Center, Ovid, ProQuest, Web of Science, and Google Scholar. Search terms were fashion leader/opinion leader, fashion follower, fashion opinion seeking, fashion innovator/innovativeness, fashion involvement, and fashion consumer groups. Second, a manual search was carried out, issue by issue, of titles, abstracts, key words, and body of articles in journals where there was an implicit association between the research topic and nature of the journals: Journal of Fashion Marketing and Management; Clothing and Textiles Research Journal; European Journal of Marketing; Family and Consumer Sciences Research Journal; International Journal of Consumer Studies; International Review of Retail, Distribution, and Consumer Research; Perceptual and Motor Skills; Psychological Reports; and Research Journal of Textile and Apparel. Third, names of authors of identified articles were subjected to a computer search to determine if they had published other articles on the same topic plus the reference lists were perused for pertinent articles. Fourth, titles, abstracts, key words, and body of paper for all identified articles were checked by two researchers and a research assistant who reached consensus regarding the appropriateness and relevance of each article against the predetermined criteria noted above.
Selecting Studies
Initially, 87 articles published from 1989 to 2013 were found. Articles related to one of the search terms but not pertaining to fashion were excluded. More in-depth perusal of articles revealed that although search terms were mentioned in some articles, the research topic was not about fashion adoption groups; these articles were also excluded, resulting in 52 usable articles (Table 1).
Articles Clustered by Time Period.
Limitations
Despite a careful and comprehensive search, it is possible that some relevant journals and/or articles were overlooked. Although 2 researchers and a research assistant tabulated the data, there is still a small risk of error in interpretation of results reported in the articles.
Research Propositions
A proposition (P) is built on prior research, reasonable assumptions, and correlational evidence; hence, propositions are qualitative in nature. To convert a qualitative appraisal into a quantitative analysis, a hypothesis derived from the proposition is tested (Lynch, 2013). Propositions are not always formally stated; perhaps authors assume the propositions are obvious or that readers’ background knowledge and intellect allow them to understand implicit propositions (Avan & White, 2001). In this critical appraisal, propositions were inferred from the review of literature and hypotheses in the 52 articles included in the study. Propositions, written by authors of this article, were worded to allow flexibility in deriving hypotheses.
Conceptual Categories and Variables
Within the 52 articles, variables were identified and sorted; 5 broad conceptual categories (i.e., divisions in a conceptual outline) emerged: demographics, psychographics, sociological, behavioral, and cultural. A definition of each concept (i.e., an abstract idea) and discussion of its importance precede a discussion of variables located within a conceptual category. Examining specific variables (e.g., need for touch) within all 5 broad conceptual categories can contribute to the practical and theoretical value of understanding fashion adoption groups.
Analysis of Variables
The terms “earlier adopters” and “later adopters” are used in presenting results of the variable analysis because of the diversity of terms used to refer to fashion adoption groups in the research literature. Original terms used by the authors of each article are retained in the tables.
Results
Demographic Concepts and Variables
The concept of demographics refers to “the measurable statistics concerning a population, particularly its size, composition, and distribution” (Rath, Bay, Petrizzi, & Gill, 2015, p. 420). Demographic variables affect product sales (e.g., income level and sale of luxury brands). Demographics are used to identify a target market and create marketing strategy. Demographic information (e.g., age, gender) is collected in surveys in order to describe the sample.
Demographic variables of gender and age were related to fashion adoption (Table 2). Evidence from nine articles that examined gender differences was inconsistent: in seven, women were higher in fashion innovativeness and/or opinion leadership than men, while no differences based on gender were found in the remaining two. Earlier adopters were found to be younger than later adopters in each of the three studies in which age was examined as a factor.
P1a: A consumer’s gender affects time of adoption.
P1b: A consumer’s age affects time of adoption.
Demographic Variables Related to Fashion Adoption.
Note. Numbers in table refer to number of article in Table 1, for example, number 3 refers to Goldsmith and Stith (1993).
Psychological Concepts and Variables
The concept of psychographics is important to understanding fashion adoption because the concept pertains to behavior and mental processes (e.g., cognitive, emotional) as a function of awareness, feeling, or motivation (Rath et al., 2015). Psychological variables occur during the cognitive process between stimulus and response. Emotional variables are psychological responses related to feelings (i.e., physical or mental sensations evoked by a stimulus).
Psychological concepts found in this analysis were attitudes, beliefs/perceptions, identity/personality, intentions, consumer/fashion involvement, motivations/needs, preferences, sensitivity/consciousness/orientations, and values. Some concepts were combined into a single category (e.g., motivations/needs) because their use in research indicated similar meanings.
Attitudes
The concept of attitude refers to “an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment” (Hawkins & Mothersbaugh, 2013, p. 384). The classic S-O-R model postulates that attitudes affect intentions and intentions affect behavior (Mehrabian & Russell, 1974).
Earlier (vs. later) adopters enjoyed shopping, had more positive attitudes toward imported and exotic leather apparel, and less favorable attitudes toward a product in an advertisement without political content (Table 3, Section A). When evaluating quality, fashion innovativeness was positively related to importance of extrinsic and aesthetic criteria but negatively related to usefulness criteria. Fashion innovativeness was positively related to attitudes toward online customization, buying foreign fashion goods online, and differentiation and independence aspects of individuality.
P2a: A consumer’s attitude toward a product or activity affects time of adoption.
Psychological Variables Related to Fashion Adoption.
Note. Numbers in table refer to number of article in Table 1, for example, number 10 refers to Koch and Domina (1997).
Beliefs/perceptions
The concept of belief refers to “a cognitive evaluation of something in terms of some specific attribute or characteristic” (Mullen & Johnson, 1990, p. 31). “Perception is the psychological processing of information received by the senses” (Mullen & Johnson, 1990, p. 3). Perceptions of an innovation affect individuals’ adoption decisions (Rogers, 1995). Beliefs and perceptions are activated during the cognitive process that intervenes between stimulus and response—thus, beliefs and perceptions are important concepts in consumer behavior.
Earlier (vs. later) adopters expressed diverse beliefs/perceptions (Table 3, Section B). Earlier (vs. later) adopters scored higher on perceived knowledge about fashion, were more confident in terms of overall fashion trends and personal choices, and were more satisfied with their clothing. Fashion innovativeness was positively related to perceived usefulness and perceived ease of use of online customization of apparel. P2b: A consumer’s beliefs/perceptions affect time of adoption.
Identity/personality
The concept of personality refers to “an individual’s characteristic response tendencies across similar situations” (Hawkins & Mothersbaugh, 2013, p. 363). The concept of personal identity refers to attributes assigned to the self; social identity refers to attributes assigned to self or other as a member of certain social groups (Stryker & Serpe, 1982; Tajfel & Turner, 1979). Because visual symbols (e.g., clothing) can reinforce or express identity or personality, these are important concepts for understanding consumer behavior.
Earlier (vs. later) adopters differed in variables related to identity/personality (Table 3, Section C). There was a positive correlation between innovative personality and self-monitoring, self-esteem, fashion confidence, pleasure seeking, and being a fashion innovator. Earlier (vs. later) adopters had greater self-confidence and greater public self-consciousness; expressed themselves more through fashion; were more impulsive consumers and more self-directed; had a more unique self-image; were more excitable, indulgent, contemporary, formal, colorful, delicate, pleasant, emotional, liberal, and dominating; and their fashion choices reflected their individuality. Impulsiveness was positively related to innovativeness. Earlier (vs. later adopters) were less bored because of a lack of internal stimulation, more bored (impatient) because of constraint and more internally oriented on locus of control; they also scored higher on boredom coping. P2c: A consumer’s personality traits affect time of adoption. P2d: A consumer’s personal identity concerns affect time of adoption. P2e: A consumer’s social identity concerns affect time of adoption.
Intentions
The concept of intention refers to “a plan to perform some specific behavior” (Mullen & Johnson, 1990, p. 4). Intentions are important in understanding consumer behavior because they precede behavior. Earlier (vs. later) adopters differed in their intentions (Table 3, Section D). Innovativeness was positively related to intention to shop for fashion products online and greater behavioral intention to use online customization. Earlier adopters had greater purchase intention for exotic leather apparel products than later adopters. P2f: A consumer’s intentions to shop for and purchase a product affect time of adoption.
Involvement
The concept of consumer involvement refers to personal relevance, an “unobservable state reflecting the amount of interest, arousal, or emotional attachment a consumer has with a product” (Bloch, 1986, p. 52). The concept of fashion involvement refers to personal relevance of fashion clothing to a consumer (Evrard & Aurier, 1996; Kapferer & Laurent, 1993; Martin, 1998). “Much of the confusion over the existence of the adoption process comes from failure to consider the effects of involvement” (Burns, 2007, p. 475). Because adopting a new fashion style early in its life cycle involves a higher level of risk than later adoption, the level of involvement associated with such an activity will be high. Earlier (vs. later) adopters were higher in fashion and clothing involvement and felt more personal involvement when shopping (Table 3, Section E). P2g: A consumer’s level of involvement affects time of adoption.
Motivations/needs
The concept of motivation refers to “the energizing force that activates behavior and provides purpose and direction to that behavior” (Hawkins & Mothersbaugh, 2013, p. 352). The concept of need refers to “an internal state of discomfort that calls for a solution” (Rath et al., 2015, p. 426). Consumers’ desire for a product’s functional or emotional benefits is often seen as a need. Motivation and needs are concepts often used to mean the same thing.
Earlier (vs. later) adopters differed on some motivations and needs (Table 3, Section F). Fashion innovativeness and opinion leadership were positively correlated with need for uniqueness. Earlier (vs. later) adopters had a greater need for uniqueness and a greater need for touch. Earlier (vs. later) adopters among fashion students did not differ in need for touch.
Fashion innovativeness and opinion leadership were positively related to hedonic shopping motivations, but opinion leadership was also positively related to utilitarian shopping motivation. Role-relaxed consumption was negatively correlated, and status consumption positively correlated, with opinion leadership and opinion seeking. Mall environment had a stronger impact on earlier (vs. later) adopters’ hedonic shopping experience. Earlier adopters were more likely to engage in cognitive processes when shopping.
Variety seeking was positively related to innovativeness and fashion leadership. Earlier (vs. later) adopters scored higher on a sensation-seeking scale for experience seeking (mental stimulation) and boredom susceptibility. Earlier (vs. later) adopters were more concerned about their physical appearance and viewed their physical appearance more positively. Earlier adopters had want-based and later adopters had need-based fashion problem recognition. P2h: A consumer’s motivations and needs affect time of adoption.
Preferences
The concept of preference refers to certain features a consumer wants in a product and is a key factor influencing consumer demand (Boundless, 2016). The microeconomics theory of consumer choice relates preferences to expenditures and to consumer demand curves. Earlier (vs. later) adopters had different preferences (Table 3, Section G). Earlier (vs. later) adopters favored media advertising and women’s magazines, indicated greater loyalty toward fashion magazines, and preferred general trends/products and layout/advertising content. Earlier and later adopters did not differ in preference for touch and nontouch shopping channels. P2i: A consumer’s preferences affect time of adoption.
Sensitivity/consciousness/orientations
The concept of sensitivity or consciousness refers to a person’s awareness or perception of something (Consciousness, n.d.). The concept of orientation refers to a person’s basic attitude, beliefs, or feelings in relation to a particular subject or issue (Orientation, n.d.). For example, a decision-making style is a mental orientation typifying a consumer’s approach to consumption (e.g., price sensitivity refers to the effect of price on a consumer’s purchase of a product).
Earlier (vs. later) adopters differed on sensitivity/consciousness/orientations (Table 3, Section H). Earlier (vs. later) adopters were not as cost conscious and expressed a mental orientation that reflected greater consciousness of brands, convenience/time, fashion, impulsiveness, price, quality, and recreation. Fashion innovativeness was positively related to brand sensitivity. P2j: A consumer’s sensitivity/consciousness/orientations affect time of adoption.
Values
The concept of values refers to “the ideas one considers important in life; an individual’s set of principles for behavior” (Rath et al., 2015, p. 431). Personal values influence the adoption–decision process. Earlier (vs. later) adopters differed in some values (Table 3, Section I). Fun and excitement were more important to earlier (vs. later) adopters. In another study, fun and excitement were more important to earlier (vs. later) adopters, but the 2 groups were similar in other values. Values customarily linked to young people were more important to earlier (vs. later) adopters. Visual product aesthetics were more central to product evaluation for earlier (vs. later) adopters. Earlier (vs. later) adopters were more materialistic. P2k: A consumer’s values affect time of adoption.
Sociological Concepts and Variables
Examining consumption from a sociological perspective reveals that consumer decisions are embedded in sociocultural and social contexts (Power & Mont, 2010). Sociology offers complex explanations of human behavior that illuminate a discussion on how consumer behavior can be made more sustainable (Power & Mont, 2010). Sociological concepts include the physical and social setting in which consumption actions are embedded, such as social comparison information. Rogers’ (1962) conceptual model of innovation diffusion originated in sociology.
Few sociological variables were found (Table 4). Fashion opinion leadership and fashion opinion seeking were positively related to attention to social comparison information. Earlier (vs. later) adopters scored higher on tendency to gossip and discussed advertising more frequently.
P3: A consumer’s sociological variables affect time of adoption.
Sociological Variables Related to Fashion Adoption.
Note. Numbers in table refer to number of article in Table 1, for example, number 25 refers to Vernette (2004).
Behavioral Concepts and Variables
The concept of consumer behavior refers to methods used “to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impact that these processes have on the consumer and society” (Hawkins & Mothersbaugh, 2013, p. 6). Actual behavior is rarely studied anymore; researchers accept that asking participants to recall information (although not always accurate) is the standard for measuring behavior (Baumeister, Vohs, & Funder, 2007). “Direct observation of behavior has been increasingly supplanted by introspective self-reports, hypothetical scenarios, and questionnaire ratings” (p. 396). Observing actual behavior is not only challenging and inconvenient but sometimes unethical, unfeasible, or impossible.
Behavioral variables identified are shown in Table 5. Fashion innovativeness was positively related to information seeking, buying impulsiveness, clothing expenditure, fashion magazine readership, and shopping frequency. Earlier (vs. later) adopters spent more on new fashions, shopped more often, spent more at stores with knowledgeable sales associates, were more likely to attend fashion shows, and were more likely to purchase styles shown in fashion shows. When shopping, earlier adopters looked for style (vs. practicality) and matched new items to previously purchased items. When evaluating quality, earlier (vs. later) adopters used all cues (appearance, performance, extrinsic, intrinsic) more often. Earlier (vs. later) adopters read more fashion advertising and women’s magazines, and watched more television programs dealing with clothing styles.
P4: A consumer’s behavioral variables affect time of adoption.
Behavioral Variables Related to Fashion Adoption.
Note. Numbers in table refer to number of article in Table 1, for example, number 1 refers to Goldsmith, Heitmeyer, and Freiden (1991).
Cultural Concepts and Variables
The concept of culture refers to “the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society” (Hawkins & Mothersbaugh, 2013, p. 40). Because consumers are citizens of specific cultures, the nature of these cultures affects consumer behavior (Triandis, 1989). Cultural variables (e.g., uncertainty avoidance, individualism) may interact with demographic, psychological, and sociological variables (de Mooij & Hofstede, 2002). For example, culture can facilitate or deter a consumer’s choice of new products (Rogers, 2003). Resistance to new products may exist in cultures where a high degree of uncertainty avoidance is valued (Hofstede, 1991). In the one study (Quigley & Notarantonio, 2009) that compared cultures, no difference was found in proportion of early adopters between low and high uncertainty avoidance countries (United States and Austria). P5: A consumer’s cultural variables affect time of adoption.
Trends in Research
The 52 articles were clustered into 5-year increments of time in order to discern trends in research topics over the 25-year period. Variables examined and conceptual categories by time period are displayed in Table 6. Interest in concepts and variables related to fashion adoption groups has increased from three conceptual categories in the earliest era to five conceptual categories in the latest era. Sociological concepts and variables appeared in the 1999–2003 era but remain a sparsely studied category. The 144 specific variables were divided among the five conceptual categories as follows: psychological (n = 79), behavioral (n = 48), demographic (n = 12), sociological (n = 4), and cultural (n = 1). The psychological concept of motivations/needs and the behavioral variable of media use/information search have remained topics of interest for 25 years. Cultural variables have rarely been studied. Although three articles listed cross-cultural in the title, only one compared fashion adoption groups cross-culturally; two compared cultures on other variables (e.g., materialism, values).
Research Trends Over Time.
Note. Media use/information search includes reading magazines (fashion, women’s, general interest), newspapers, fashion advertising, watching TV.
Discussion and Implications for Further Research
Through these findings, we highlighted topics that have been neglected in fashion adoption research. Demographic variables have been largely ignored as important to time of adoption. Other than gender and age, demographic variables (e.g., income, location, religion, race) have received no research attention in relation to time of adoption. Many psychological variables remain unexplored for their effect on fashion adoption groups (e.g., money attitudes, time perception). Consumer preferences and intentions have received little research attention, although they are factors that precede behavior and are key factors in consumer expenditure and demand (Boundless, 2016). The increasing globalization of the consumer market calls for more examination of cultural concepts and variables as related to fashion adoption.
Variables related to Internet shopping have received little attention (e.g., only attitudes and intentions to purchase online, online customization, touch/nontouch shopping channels). The results of these few studies generate many research questions. For example, earlier (vs. later) adopters were higher in need for touch and considered visual product aesthetics to be more important. These traits might argue against their use of the Internet. But are earlier adopters more sensitive to sensual input in general? What about other senses (e.g., sense of hearing)? Do adoption groups differ in importance of auditory input? Earlier (vs. later) adopters engaged in more gossip (word-of-mouth behavior) and information search. How might this affect their use of the Internet or social media? Have retail website creators considered using a voice activation system (e.g., similar to Siri) to respond to consumer requests for information rather than having an icon for customers to click?
Other conceptual categories of variables have received no research attention with regard to time of adoption, such as sustainability and physical attributes (body image, satisfaction with fit). For example, do earlier (vs. later) adopters differ in their attitudes toward sustainable products or fast fashion? Does the body mass index of earlier adopters synchronize with the classification of clothing labeled most trendy (e.g., juniors)? Do earlier adopters have greater opportunity to adopt earlier because styles are available first in their sizes?
Few researchers have focused on characteristics of later adopters even though they represent the largest group of fashion consumers (about 75–80% of consumers). The Consumer Decision Process Model depicts the five-step process of consumer decision-making (Blackwell, Miniard, & Engel, 2001), from need recognition to information search to evaluation of alternatives to outlet selection and purchase to postpurchase processes. Do earlier and later adopters differ in the order of these five steps? For example, earlier adopters are more engaged in information search; is recognition of a need/want triggered by their information search? Do later adopters follow the model’s proposed order? Do later adopters skip steps, for example, relying on their usual style and not considering alternatives? How do earlier and later adopters differ with regard to postpurchase experiences? For example, are earlier (vs. later) adopters more likely to regret purchasing?
Identifying the relative importance of key variables and interactions among variables is an area of research that can help to explain some consumer behavior. For example, attention to social comparison information was found to be positively related to earlier adoption. Yet, earlier adopters tend to have a higher need for uniqueness. What variable takes precedence in shopping situations? Are earlier adopters attending to social comparison information so that they can enhance their uniqueness rather than for purposes of conformity?
Theoretical Implications
One objective of this study was to investigate research examining fashion adoption groups for research propositions from which hypotheses can be derived. Because propositions are often implicit and not formally stated, the propositions needed to be inferred from the review of literature and hypotheses. The propositions detected in this critical appraisal were worded to allow flexibility in deriving hypotheses for empirical testing of variables and provide a structured framework for research. Other propositions can be developed based on the examples given. For example, only 2 categories of demographic variables were examined in research related to fashion adoption groups. Additional propositions could be suggested, such as Proposition x: Educational level (income level, ethnicity, race, or marital status) affects time of adoption. The 16 propositions detected and presented can aid development of a fashion adoption model—a model that Behling (1992) deemed necessary more than 25 years ago. Workman and Lee (2017) proposed and tested a model of fashion adoption that evolved from this critical analysis.
Limitations
Some results have limited generalizability because of sample characteristics, such as being limited to only one gender or an innovative social system (e.g., professional buyers, fashion design and merchandising students, and fashion group international members). In future research, participants from other social systems with known degrees of innovativeness might be chosen (e.g., customers of off-price stores who carry past-season merchandise or customers of companies selling basic products such as men’s shirts or basic jeans).
Conclusions
Information gained from this critical appraisal was useful for several reasons. Information about variables related to fashion adoption was compiled, organized, and presented to provide a more complete and updated view of fashion adoption. An assessment of variables examined in articles on fashion adoption groups uncovered gaps and shortcomings and provided ideas for further research. Propositions were detected that may be used for deriving hypotheses and for development of a theory/model focused specifically on fashion. An assessment of trends in research provided a sense of progress in the field regarding fashion adoption and indicated areas that have been neglected. Interest in fashion adoption groups has grown steadily (from 1 article per year from 1989 to 1993 to more than 3 articles per year from 2009 to 2013).
In conclusion, it is clear that research in the field is continuously evolving. There are many opportunities for researchers to contribute to what we know about fashion adoption. Given the growth in the number of articles related to fashion adoption, it is prudent to recommend that researchers not wait 25 years to do another critical appraisal. Perhaps 10 years or even 5 years would yield enough articles to update research in the area of fashion adoption.
Footnotes
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.