xmlui.ArtifactBrowser.SimpleSearch.filter.source:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 42/2018
ISSN:1211-555X (Print)
Abstract:
This article concentrates on the identification of special customer categories
known as innovators and opinion leaders, also collectively called Fashion Leaders. The
article focuses only on customers buying clothing of medium price and quality, known as
Common Brands clothing. The categories of Innovators and Opinion Leaders in this
article were measured on the basis of rating scales from renowned international authors.
Confirmation factor analysis confirmed that the rating scales belong to latent variables
and also sufficiently explain them. The result of the correlation analysis proved that the
Innovator and Opinion Leader categories strongly correlate and therefore may be
measured jointly in subsequent research, as one shared category of Fashion Leaders.
Differences between demographic characteristics of Fashion Leaders and Fashion Non-
Leaders were identified using the two-sample t-test. It was particularly found that women
with lower education who shop very often are Fashion Leaders. The results of this
research may be used as a basis for further customer surveys of Common Brands in the
Czech Republic. The practical contribution of this article is the identification and
description of the Fashion Leaders customer segment that can help fashion producers in
promoting new collections or raising awareness in the fashion field.