当一个人在时尚方面有了创新，这意味着他们接受了比早期版本更好的服务，新产品或新想法比其他特定社会系统的人更早(Rogers, 1995)。根据罗杰斯创新理论(1983)，在个人采用一种较新的时尚之前，他们受到两个过程的分化和模仿的影响。时尚爱好者们总是在四处寻找新潮流，这样他们就能与其他时尚爱好者区分开来。虽然，模仿在时尚或奢侈品牌的类型上扮演着更重要的角色，但是产品的差异化会影响到他们购买某种新品牌，因此，创新主要集中在某些产品上。当个人拥有创新的个性时，特别是当他们在寻找新的设计时，就会发现时尚的创新性(Muzinich et al.， 2003)。与时尚粉丝相比，这些人更敏感，尤其是当他们在做一个关于品牌的决定时，他们会根据品牌的名字(Beaudoin and Lachance, 2006;Hsuand Chang,2008)。时尚的创新者是那些经常购物的人，他们会阅读时尚杂志，他们可以花大量的钱在一个新的趋势上。这是因为他们喜欢与众不同(Workman和Kidd, 2000)，他们可以用一种方式来展示这是通过服装和奢侈品。Michael Kors品牌通常会把重点放在更新的趋势上，这使得时尚创新者们要求这些产品，这样他们就能对他们的外表、举止和行为有价值，这些都是根据社会状况来决定的。Michael Kors是一个全球品牌，几乎所有时尚和奢侈品行业的人都知道他们的新产品。这增加了这个品牌的消费，因为品牌影响了时尚界的创新。产品由Michael Kors也便宜,便宜这使得中产阶级消费者和年轻人口主导品牌的消费,他们愿意花大量的钱在Michael Kors产品,因为这一人群是关心时尚创新,这影响了他们的购买行为。
When an individual innovative when it comes to fashion, it means that they have accepted the services that are better compared to the earlier versions, new products or new ideas earlier compared to other individuals in particular social system ( Rogers, 1995). According to the Rogers theory of innovation (1983), before an individual adopts a newer fashion, they are influenced by two processes differentiation and imitation. Fashion enthusiasts are always shopping around trying to look for newer trends so that they can distinguish themselves from other fashion lovers. Although, imitation plays a greater role on the type of fashion or luxury brand that an individual would purchase but product differentiation influences their purchase of certain newer brand, therefore, innovation mainly focuses on certain products. Fashion innovativeness is seen when individuals have an innovative personality especially when they are looking for newer designs (Muzinich et al., 2003). These individuals are more sensitive compared to the fashion followers especially when they are making a decision concerning the type of brand that would purchase and mostly purchase according to the brand name (Beaudoin and Lachance, 2006; Hsuand Chang, 2008).Fashion innovators are individuals who shop frequently, read the fashion magazines and they can spend a huge amount of money on a newer trend. This is because they love being unique (Workman and Kidd, 2000), and one way that they can use to show this is through clothing and luxury goods. Michael Kors brand usually put a lot of emphasis on the newer trends this has made fashion innovators to demand these products so that they can put a value to their looks, manners, and behaviors that are according to the social situation. Michael Kors is a global brand and almost everybody in the fashion and luxury industry are aware of their newer products. This has increased the consumption of this brand because of brand influence innovativeness in the fashion industry. Products by Michael and Kors are also cheaper and affordable this has made the middle-class consumers and the young population to dominate the consumption of the brand and they are willing to spend a huge amount of money on Michael Kors products because this population is concerned about fashion innovativeness and this has influenced their purchase behavior.