Trend customer sets include way switch agents (i. electronic. innovators, judgment commanders, progressive communicators) along with fashion admirers. because deduced by way of his or her name, trend adjust realtors are among the primary people for you to accept trend modify by purchasing plus wearing innovative fashions (fashion innovators), by simply persuading others to get and dress yourself in different styles (fashion thoughts and opinions leaders) and also by way of fulfilling equally performs (innovative communicators). Fashion followers are so designated because they do not buy and wear fashions until the fashions are well-accepted among other consumers. these post on homework will probably exhibit that trend switch agencies embrace self-enhancement ideals (e. f. electrical power, delight, selection, creativity) along with prices regarding transform (e. f. excitement, pleasure, novelty) in contrast to way enthusiasts take beliefs regarding keeping this reputation quo (e. f. conformity, custom, security). Differences between fashion change agents and fashion shrug followers reflect differences in the general values identified by Schwartz (1994). For example, power as a value involves concern for social status and prestige and a need to control people and resources (i.e. via wealth, authority and social power). Fashion change agents are more concerned with social status and prestige than fashion followers, for example, the image or symbolic aspects of fashion are more important to fashion change agents (Beaudoin et al., 2000). Consistent with their desire to use clothing and appearance to impress others, fashion change agents practice more appearance management behaviours and are more conscious of their bodies and appearance than fashion followers (Park et al., 1999). Hedonism is usually a value related to pleasures, fun with living and also self-gratification. fashion switch realtors tend to be about pleasure, fun as well as entertainment when compared with way enthusiasts (Goldsmith et 's.,1991). excitement can be a price reflected in goal of your existence portrayed by enthusiasm, originality, selection as well as concern. Compared with fashion followers, fashion change agents have a higher optimum stimulation level, a higher need for mental stimulation and are less susceptible to boredom due to mental stimulation (Workman and Johnson, 1993; Kwon andWorkman, 1996; Studak and Workman, 2004). further more, trend adjust agencies read a lot more way mags, window shop often, purchase much more new style items in addition to spend more cash at garments as compared with trend supporters J. age. Workman and S.-H. Lee Materialism long dress International Journal of Consumer Studies 35 (2011) 50–57 © 2010 Blackwell Publishing Ltd 51 (Goldsmith et al., 1991; Darley and Johnson, 1993; Beaudoin et al., 1998, 2000). Self-direction refers to independence in thinking, acting, creating and exploring. Fashion change agents are more likely to use clothing to express individuality or uniqueness than fashion followers (Workman and Johnson, 1993;Workman and Kidd, 2000). Tradition as a value is reflected in humility, moderation and acceptance of traditional cultural customs. By definition, fashion followers do not break with tradition or current customs by adopting new fashions until the fashions have become customary among the general public. Further, fashion followers have a need-based fashion problem recognition style compared with fashion change agents who have a want-based fashion problem recognition style (Workman and Studak, 2006). Conformity as a value can be seen in restraint and an unwillingness to violate social norms (Schwartz, 1994). The fashion process is intended to make existing fashions obsolete by introducing new styles that violate current fashion norms. Compared with fashion change agents, fashion followers are less interested in fashion (Cho-Che and Kang, 1996), that is, in violating existing fashion norms. Security as a value focuses on safety, harmony, stability and a sense of belonging (Schwartz, 1994). Fashion followers are more likely to have an external locus of control compared with fashion change agents who are more likely to have an internal locus of control (Workman and Studak, 2007). Richins’ (1994) found that materialistic consumers value publicly consumed and expensive items because of their symbolic association with success and prestige. Wang and Wallendorf (2006) reasoned that consumers’ materialistic values may affect their evaluation of publicly consumed products with symbolic meanings related to social status. Wang and Wallendorf asked 54 undergraduates at a large university to rate 14 products regarding how much each product signaled something about its owner’s social status. Five out of the top seven status-signalling products were clothing items, that is, jewelry, business suits, sunglasses, dress shoes and jeans. Materialism was negatively related to satisfaction with products that had high ratings for status-signalling. Materialism was positively related to clothing product involvement such that respondents who scored high on materialism were more interested in clothing, received more pleasure from clothing, understood the symbolic value of clothing and viewed clothing purchases as important (Browne and Kaldenberg, 1997) – incidentally, all characteristics of fashion change agents. Because research on fashion change agents shows they embrace self-enhancement values (e.g. power, pleasure, variety, creativity), it seems likely that fashion change agents will score higher on materialism than fashion followers. Likewise, because research shows that fashion followers embrace values associated with maintaining the status quo (e.g. conformity, tradition, security), they are likely to score lower on materialism than fashion change agents who embrace values associated with change (e.g. stimulation, excitement, novelty). The following hypothesis was proposed: H1: Fashion change agents will score higher on materialism than fashion followers.