Options
Culture

Diffusion of Appearance Information from Consultant to Client

Authors
  • Diana Saiki (Ball State University)
  • Jinhee Nam (Ball State University)

Abstract

The purpose of this study was to examine how a client’s perceived similarity to (homophily) and differences (heterophily) from a stylist impacts adoption of a fashion message. The stylist or appearance consultant is a significant influencer in the fashion industry, creating new looks and sellable fashions (Shala, 2012). Appearance messages, unlike other products, can be complex given the fashion look, the individual wearer, and the various contexts where it is found (Damhorst, 1999).

Keywords: Diffusion, Consulting, Communication

How to Cite:

Saiki, D. & Nam, J., (2013) “Diffusion of Appearance Information from Consultant to Client”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

Downloads:
Download pdf
View PDF

290 Views

100 Downloads

Published on
2013-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0