The influence of a client's perceived similarity to and differences from a fashion stylist in the adoption of appearance messages

Abstract

The stylist profession is an increasingly important part of the fashion industry (Shala, L. (2012). The stylist: Becoming a professional image consultant (Unpublished honours thesis). Helsinki Metropolia University of Applied Sciences, Helsinki, Finland.). The purpose of this study was to examine how a client's perceived similarity to (homophily) and differences (heterophily) from a stylist impacts adoption of a fashion message. Within the diffusion theory, the stylist can be considered a change agent or a professional who influences clients to adopt an innovation or a product that is perceived as new. In this case, the innovation is a new appearance. Fifty-seven subjects participated in a programme where fashion students served as stylists to low-income community groups about appropriate workplace dress. Supporting previous theoretical assumptions, the subjects reported similarity to the stylist in attitude, background, and values. Differences in perceived credibility influenced adoption. Conflicting with previous assumptions, similarity and differences in appearance cues (fit and appearance) did not relate to adoption.

Keywords:

• heterophily
• homophily
• stylist
• diffusion

Disclosure statement

No potential conflict of interest was reported by the author.