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Clothing and Textiles Research Journal
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Fashion Adoption: Theory and Pragmatics

Sandra Forsythe

Department of Family and Consumer Sciences, Miami University, Oxford, OH 45056

Sara Butler

Department of Family and Consumer Sciences, Miami University, Oxford, OH 45056

Mi Sook Kim

Department of Family and Consumer Sciences, Miami University, Oxford, OH 45056

The Sproles'model of fashion adoption was selected to examine the adoption of the short skirt among employed women. Sproles'concepts of adopter identity and motivations were operationalized using measures from previous clothing-related studies of employed women. Results indicated that a large majority of the sample rejected the short skirt at the same time that retailers were heavily promoting the new style. Adopters and nonadopters differed significantly with respect to only two of the variables studied-age and perceived appropriateness of short skirts for work. Although factors not included in the study appeared to impact on the adoption process for employed women, Sproles' model allowed for the identification of variables which had value in predicting adoption of a new style. Theory-based empirical studies by retailers could be helpful in reducing the risk inherent in fashion marketing.

Clothing and Textiles Research Journal, Vol. 9, No. 4, 8-15 (1991)
DOI: 10.1177/0887302X9100900402
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