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 information imbalance and discover consumer attention.

Findings

The experimental case demonstrates the existence of information imbalance, indicating that the intensity of supply information and consumer attention from the perspective of design topics is not uniform, although both follow the Pareto principle. The results of consumer attention distribution with heavy power-law tails are consistent with current research findings. This further demonstrates that the proposed approach is capable of discovering consumer attention in the design topic strategy diagrams.

Practical implications

The issue of information imbalance between retailers and consumers poses a challenge in keeping up with customer attention. The proposed approach offers a practical solution by visually identifying the symptoms of information imbalance and discovering consumer attention through design topic strategy diagrams. This approach provides fast-fashion retailers with a valuable reference to seize market opportunities, improve product design and adjust marketing or management strategies.

Originality/value

This study proposes a novel approach to disclose the issue of information imbalance between supply side and demand side and therefore to discover consumer attention from the perspective of design topics. In addition, guidelines for applying the proposed approach for fast-fashion marketing and management are presented.

中文翻译：

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如何发现消费者对快时尚设计主题的关注：主题建模方法

目的

众所周知，快时尚零售商正在努力跟上消费者的注意力，以便在时尚行业内做出快速反应。随着互联网和电子商务的进步，消费者更喜欢在网上购物。线上平台信息已成为探索消费者注意力的重要来源。然而，零售商提供的信息与消费者的反馈往往不匹配，导致在线信息的供给方和需求方之间的不平衡。因此，本研究的目的是通过揭示供给侧和需求侧之间的信息不平衡，提供一种统一的方法，从设计主题方面发现消费者的注意力。

设计/方法论/途径

为了解决网络信息不平衡的问题并发现消费者的注意力，本研究提出了一种关注设计主题视角的方法。设计主题是设计元素的集合，与单个设计元素相比，这些设计元素更全面、更准确地代表服装设计特征。所提出的方法首先根据零售商在电子商务平台上提供的在线信息通过主题建模来生成设计主题。然后利用影响度和关注度两个指标来量化与设计主题相关的供给信息和消费者关注的强度。最后，构建设计主题策略图以揭示信息不平衡并发现消费者注意力。

发现

实验案例证明了信息不平衡的存在，表明从设计主题的角度来看，供给信息和消费者关注的强度并不均匀，尽管两者都遵循帕累托原则。具有重幂律尾部的消费者注意力分布结果与当前的研究结果一致。这进一步表明所提出的方法能够在设计主题策略图中发现消费者的注意力。

实际影响

零售商和消费者之间的信息不平衡问题给跟上客户的注意力带来了挑战。所提出的方法通过直观地识别信息不平衡的症状并通过设计主题策略图发现消费者的注意力来提供实用的解决方案。这种方法为快时尚零售商抓住市场机遇、改进产品设计、调整营销或管理策略提供了宝贵的参考。

原创性/价值

本研究提出了一种新颖的方法来揭示供需双方的信息不平衡问题，从而从设计主题的角度发现消费者的注意力。此外，还提出了将所提出的方法应用于快时尚营销和管理的指南。