Phau, Ian; Lo, Chang‐Chin - In: Journal of Fashion Marketing and Management: An … 8 (2004) 4, pp. 399-411
As fashion innovators are the chief buyers of fashion at the introductory stage, they have significant influence on the product at the later stages. Building on this, this study attempts to achieve four main objectives. First, it provides a demographic profile of fashion innovators. Second, it...