Fashion's Effect on Consumer's Preference Formation

It is widely known that all principles of economics textbooks do not consider advertising much less fashion a demand determinant factor. Fashion's effect on consumer choice is a critically important topic to the understanding of consumer behavior and decision-making in the "new economy." The discussion of such issues includes verifying the effect of three important fashion market features on consumer preference formation and choice, namely the length of product life cycle, demand volatility, and impulse purchasing. It seems that time has come to concede that fashion firms, especially those producing fast or "junk" fashion, if you will, have successfully been affecting consumer preferences and have manipulated consumer choices for the sake of their own interests. Such a goal has been achieved by exploiting the fashion market features by employing specific marketing strategies, within the framework of supply chain agility, such as product remodeling, product customization, and revisions or innovation.