This study examines the dynamics of consumer adoption in the contemporary fashion industry, highlighting the crucial role of word-of-mouth communication and system dynamics modelling. As fashion businesses face challenges from economic uncertainty and rapidly shifting consumer behaviours, understanding how innovations diffuse through social networks becomes essential for strategic decision-making. The research reviews Rogers’ Innovation Diffusion Theory, categorizes consumer types, and examines the impact of digital and traditional word-of-mouth on adoption rates. System dynamics and agent-based models are highlighted as practical tools for capturing the non-linear, feedback-driven nature of fashion adoption. The findings provide actionable insights for fashion retailers and marketers aiming to optimize product launches and inventory management in a volatile marketplace.
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