How to discover consumer attention to design topics of fast fashion: a topic modeling approach

作者：Xuwei Pan, Jihu Li, Jianhong Luo, Wenbang Zhan · 发表于：Journal of Fashion Marketing and Management · 年份：2023 · DOI：10.1108/jfmm-10-2022-0208 · 被引用次数：6 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Digital Marketing and Social Media、Color perception and design

Purpose It is widely known that fast-fashion retailers are struggling to keep up with consumer attention for quick responses within the fashion industry. With the advance of Internet and e-commerce, consumers prefer to purchase online. Online platform information has become an essential source for exploring consumer attention. However, there is often a mismatch between the information provided by retailers and the feedback received from consumers, leading to an imbalance between the supply side and demand side of online information. The purpose of this study is therefore to provide a unified approach to discover consumer attention from the design topic aspect by revealing the information imbalance between supply side and demand side. Design/methodology/approach To address the issue of online information imbalance and discover consumer attention, this study proposed an approach that focuses on the design topic perspective. The design topic is a collection of design elements that represent a clothing-design feature more comprehensively and accurately compared to a single design element. The proposed approach begins with generating design topics through topic modeling based on online information provided by retailers on e-commerce platforms. Two indicators, influence degree and attention degree, are then used to quantify the intensity of supply information and consumer attention related to design topics. Finally, design topic strategy diagrams are constructed to reveal informati...