Development of a macroscopic model on recent fashion trends on the basis of consumer emotion

Hyun Seung Cho, Joohyeon Lee

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


In the fashion industry, one of the most important things is to accurately analyse the consumers’ emotional response to current fashion trends and to forecast trends for the forthcoming season based on the analysed results. In this study, it was assumed that a more accurate trend-forecasting for a market would be possible, if the fluctuation of consumer emotion could be represented on a kind of macroscopic model of recent fashion trends. For an exploratory attempt to acquire such macroscopic information on trends, this research aimed to (1) propose a systematic method to derive a macroscopic model on trends on the basis of consumer emotion; and (2) develop a macroscopic model on recent fashion trends, applying the method. This research was based on three assumptions: (1) Fashion trend is a representation of change in consumers’ emotions; (2) A linguistic representation can be a useful medium to access consumers’ emotions; and (3) Consumers’ emotions can be represented as a concrete model. As a method of developing the macroscopic model, a five-step procedure was proposed and executed in this research. According to the five-step procedure, a total of four surveys were serially conducted and the data sets were analysed quantitatively or qualitatively. As a result, a two-dimensional macroscopic model on recent fashion trend was developed, in which 79 major emotion descriptors were positioned and categorized into 14 subgroups. ‘artificial-natural’ (for the first dimension) and ‘simple-complicated’ (for the second dimension) appeared as the two-dimensional axes passing through the macroscopic model on recent fashion trends. The 14 subgroups in the model corresponded to the main themes of recent fashion trends reported in the literature on fashion.

Original languageEnglish
Pages (from-to)17-33
Number of pages17
JournalInternational Journal of Consumer Studies
Issue number1
Publication statusPublished - 2005 Jan

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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