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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Featured

Too Much of a Good Thing? Consumer Response to Changes in Brand Essence

Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.