讲座：How Do Fast Fashion Copycats Affect the Popularity of Premium Brands? Evidence from Social Media 发布时间：2023-03-24
题 目：How Do Fast Fashion Copycats Affect the Popularity of Premium Brands? Evidence from Social Media
嘉 宾：Zijun (June) SHI, Assistant Professor of Marketing, HKUST
主持人：张铄 助理教授 上海交通大学安泰经济与管理学院
地 点：上海交通大学 徐汇校区 安泰经济与管理学院A303室
The erosion of high-end fashion brands by fast fashion copycats (e.g., Zara, H&M) has stirred controversies and unceasing legal attempts to copyright fashion designs. Despite the purported negative impact of copycats, the effect of fashion copycats on high-end brands remains empirically unclear. Research on this topic has been impeded by the absence of a modeling framework to quantify fashion and by the lack of consumer-level data on fashion choices. We collect data on the posting behaviors of consumers on a fashion-specific social media platform and develop a dynamic structural model with deep learning image analytics to characterize consumers’ choices of brands and styles. Results suggest that fast fashion copycats can both harm high-end brands (a cannibalization effect) and help high-end brands (a market expansion effect). We also identify both static and dynamic mechanisms that contribute to the market expansion effect: The affordability of mixing copycats with high-end brands boosts the number of high-end items featured in posts by financially-constrained consumers (a static mechanism). Also, good styles from copycats enable users to build their popularity on social media over time, which may increase the user’s valuation of high-end brands and reduce the user’s future costs via sponsorship opportunities (dynamic mechanisms). Our results could inform policymakers about the potential consequences of prohibiting fashion copycats.
Zijun (June) Shi is an Assistant Professor of Marketing at Hong Kong University of Science and Technology. She employs interdisciplinary methodologies including econometrics, machine learning, and economic theories to study substantive issues on: (1) technology-driven marketing; (2) art, fashion, and beauty markets; (3) marketing-driven solutions to social issues. Her recent research has been published at Marketing Science, Journal of Marketing Research, and Transportation Research.