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How Do Fast-Fashion Copycats Affect the Popularity of Premium Brands? Evidence from Social Media by Zijun (June) Shi; Xiao Liu; Dokyun Lee; Kannan Srinivasan is a Business, Management and Accounting article available to read on EtoBox.

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The erosion of high-end fashion brands by fast-fashion copycats (e.g., Zara, H&M) has stirred controversies and unceasing legal attempts to copyright fashion designs. Despite the purported negative impact of copycats, the effect of fashion copycats on high-end brands remains empirically unclear. Research on this topic has been impeded by the absence of a modeling framework to quantify fashion and by the lack of consumer-level data on fashion choices. The authors collect data on the posting behaviors of consumers on a fashion-specific social media platform and develop a dynamic structural model with deep learning image analytics to characterize consumers’ choices of brands and styles. Results suggest that fast-fashion copycats can both harm high-end brands (a cannibalization effect) and help them (a market expansion effect). The authors also identify both static and dynamic mechanisms that contribute to the market expansion effect: The affordability of mixing copycats with high-end brands boosts the number of high-end items featured in posts by financially constrained consumers (a static mechanism). In addition, good styles from copycats enable users to build their popularity on soc

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Author

Zijun (June) Shi; Xiao Liu; Dokyun Lee; Kannan Srinivasan

Publisher

SAGE Publications

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)