How Fashion Designers Develop New Styles: Creative Epiphany Versus Market Feedback

Joseph C. Nunes, University of Southern California, USA
Xavier Drèze , University of California Los Angeles, USA
Paola Cillo, Bocconi University, Italy
Emanuella Prandelli, Bocconi University, Italy
Irene Scopelliti, Carnegie Mellon University, USA
Using real-world data, we refute the notion iconic fashion designers are creative visionaries impervious to the market. Empirically, we show styles introduced each season depend on how styles in prior season have been received by the market, and how the market responded previously to styles introduced by competing designers.
[ to cite ]:
Joseph C. Nunes, Xavier Drèze , Paola Cillo, Emanuella Prandelli, and Irene Scopelliti (2012) ,"How Fashion Designers Develop New Styles: Creative Epiphany Versus Market Feedback", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 213-218.