Consumers Problems in Innovative Fashion Apparel Products

Abstract

This study investigates how consumers perceive problems in fashion products and looks at the innovativeness of the chosen customers during the study. The problem of fashion innovation has been there as over fashioned society is always risky, as selecting the apparel product has always been complicated, especially in the fashion industry. One of the first studies to be used to comprehend how consumers interpret and apply fashion products is this one. This study compares how consumers of innovative fashion products make problems in their purchase decisions. The results offer useful recommendations for managers and business marketers of innovative fashion products. This study may not be able to generalize its findings to innovative fashion product categories among consumers who shop for fashion products.