Uniformity and differentiation in fashion

Purpose The paper offers a general outline of four broad consumer categories or groups, in part distilled from the range of detailed and colourfully named descriptors used to differentiate fashion and clothing consumer groups, identify and recognize trends. The paper will offer the opportunity to look at the long‐term impact of external forces on fashion and clothing purchasing decisions. Design/methodology/approach The method of research was diverse, but largely drawn from observation; media analysis and industry intelligence. In the course of the work, it was possible to draw on a varied range of sources to categorize purchasing decisions (illustrating consumer categories) into four main drivers. Findings Thus to highlight some of the major forces that might drive the consumer. Practical implications In reducing the detailed forecasts usually prepared for fashion and related products, the paper might be of interest to those considering the long term impacts of society, culture and politics on the purchasing decisions of fashion and clothing customers. Originality/value An insight into the medium term future of fashion taking into consideration the consumer.