This chat shows the different levels of the Fashion Life Cycle and the different consumer types.
Fashion Innovators: Fashion innovators are top of the list, They adopt a new product first. They are interested in innovative and unique features and do not follow other trends. Marketing and promotion should emphasize the newness and distinctive features of the product.
Fashion Opinion Leaders: Fashion opinion leaders such as celebrities, magazines and early adopters are the next most likely adopters of a fashion product. They copy the fashion innovators and change the product into a popular style. The product is produced by more companies and is sold at more retail outlets.
Masses: At the peak of its popularity a fashion product is adopted by the masses. Marketing is though mass merchandisers and advertising to broad audiences. This means for the average person the trends and styles have been chosen for them, They don't want the edge like the Fashion Innovators.
Late Adopters: Late adopters are the ones that loves a sale. The fashion product is often marked for clearance, this invites bargain hunters and consumers to grab a good deal as they aren't too bothered about being on trend.
Laggards: Laggards are slow to recognize and adopt a fashionable style. They mostly stick to the basic fashion and do not find being fashionable an issue. Just as long as they are happy with a good old pair of light washed denim jeans.
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