快讯追逐潮流与极简主义:向对时尚敏感的顾客销售更少、更好的产品

IF 4.8 3区 管理学 Q1 ENGINEERING, MANUFACTURING
M. Jalili, Michael S. Pangburn, Alireza Yazdani
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引用次数: 0

摘要

时装销售商有时会被批评销售耐用性低的产品,造成浪费。也有人指责消费者购买新款时装,尽管他们的衣橱里已经堆满了以前的时装。慢时尚 "运动鼓励销售商生产更耐用的产品,从而支持消费者减少购买频率。我们分析了在时尚随时间变化的背景下,卖方所面对的消费者市场,这些消费者对时尚的敏感度各不相同。我们使用一个无限时间模型,并考虑到消费者的策略行为,包括他们随着时间的推移积累 "衣橱 "品种的能力,分析了卖方的利润最大化价格和产品耐用性决策。我们最初假设价格是静态的,但随后分析了动态定价的潜在利润收益。在分析异质消费市场时,我们最初允许客户对时尚的敏感度各不相同(均匀分布)。随后,我们探讨了消费者对时尚敏感度的其他分布情况,以及他们对时尚的敏感度与产品估值之间的相关性。利用这一框架,我们展示了卖方的最优价格和耐用性决策如何产生不同的购物细分市场,我们称之为极简主义行为和追逐潮流行为。我们发现,如果时尚的不确定性程度适中,卖方对产品耐用性的最优选择将支持两种行为的共存。随着品种不确定性的扩大,如果卖方的成本足够低,就会通过一次性产品支持一次性文化。否则,如果成本较高,卖方的最佳目标是慢时尚型结果,消费者的目标是重复使用(耐用性)而不是多样化。我们的研究结果揭示了消费者的最佳购买行为与市场参数以及企业的定价和耐用性决策之间的关系,并表明这些研究结果相对于建模扰动仍然是稳健的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
EXPRESS: Trend-Chasing versus Minimalism: Selling Fewer, Better Products to Fashion-Sensitive Customers
Fashion sellers are sometimes critiqued for selling products with low durability, resulting in waste. Blame is also directed at consumers, who purchase new fashions despite having accumulated a closet full of prior fashions. The “slow fashion” movement encourages sellers to produce more durable products, thus supporting less frequent purchases by consumers. We analyze a seller facing a market of consumers who differ in their sensitivity to fashion, in a setting where fashion changes over time. Using an infinite-time model and considering strategic consumer behavior, including their ability to accumulate a “closet” of varieties over time, we analyze the seller’s profit-maximizing price and product- durability decisions. We initially assume a static price but later analyze the potential profit gains from dynamic pricing. When analyzing a heterogeneous consumer market, we initially allow customers to vary (distributed uniformly) in their sensitivity to fashion. Subsequently, we explore alternative distributions for consumers’ fashion sensitivity and the corre­lation between their fashion sensitivities and product valuations. Using this framework, we show how the seller’s optimal price and durability decisions yield distinct shopping segments, which we refer to as the minimalist versus trend-chasing behaviors. We find that if the degree of fashion uncertainty is moderate, the seller’s optimal choice of product durability will support the coexistence of both behaviors. As the variety uncertainty expands, if the seller’s costs are sufficiently low, it will support a throwaway culture via disposable products. Otherwise, given high costs, the seller optimally targets a slow fashion-type outcome, with consumers targeting reuse (with durability) rather than variety. Our findings shed light on consumers’ optimal purchasing behaviors in relation to both market parameters and the firm’s pricing and durability decisions, and we show these findings remain robust relative to modeling perturbations.
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来源期刊
Production and Operations Management
Production and Operations Management 管理科学-工程:制造
CiteScore
7.50
自引率
16.00%
发文量
278
审稿时长
24 months
期刊介绍: The mission of Production and Operations Management is to serve as the flagship research journal in operations management in manufacturing and services. The journal publishes scientific research into the problems, interest, and concerns of managers who manage product and process design, operations, and supply chains. It covers all topics in product and process design, operations, and supply chain management and welcomes papers using any research paradigm.
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