Abstract
Fashion, it is said, thrives on change. Its interception with the consumer is mapped by a well-defined lifecycle, going through stages of Introduction, Rise, Peak, Decline and Obsolescence. Unlike many other products that follow the S-shaped PLC curve, fashion products are marked by a definite period of obsolescence, planned or otherwise. This period of obsolescence marks the uniqueness of this business, promoting the existence of seasonality and trends in the dynamic fashion environment. Traditionally, the period of obsolescence had been a source of worry for marketers and supply-chain personnel. Pertinently, obsolete merchandise that is not liquidated and consumed contributes to landfills amassing massive earth-space, dangerously compromising on the fragile ecosystem of our planet. This study employs quantitative methods to infer the relationship between the “innovativeness” of a consumer and the perceived value of obsolete or End-of-lifecycle (EOLC) products in fashion, and the consequent impact on purchase intention. It also maps the consumer perceived value when presented with a “deconstructed” garment, and seeks to explore the relationship of an innovative fashion consumer and his response in terms of value perception and purchase intention for deconstructed garments.
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Venkataraman, N., Elangovan, N. (2019). Making the Best of Obsolescence—A Study on the Changing Landscape of Product Life-Cycle. In: Chakrabarti, A. (eds) Research into Design for a Connected World. Smart Innovation, Systems and Technologies, vol 135. Springer, Singapore. https://doi.org/10.1007/978-981-13-5977-4_19
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DOI: https://doi.org/10.1007/978-981-13-5977-4_19
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