Comparing fashion process networks and friendship networks in small groups of adolescents

Purpose – The purpose of this paper is to gain a better understanding of the “fashion process” by exploring and comparing fashion‐process networks and friendship networks in small groups of adolescents, and to explore the factors involved in the causation of “clothing leadership” and “popularity” in such groups. Design/methodology/approach – Fashion‐process networks and friendship networks are investigated by sociometric nomination with respect to “clothing acceptance” and “social acceptance” in three age groups of Korean adolescents. The patterns and structures of the networks are analyzed using UCINET 6.0 and Netminer 2.6. Certain factors contributing to “clothing leadership” and “popularity” are measured using Likert‐type scales; these include “clothing interest,” “fashion interest,” and “perceived clothing acceptance.” Other factors of interest (such as “academic grade,” “facial attractiveness,” and “bodily attractiveness”) are rated by peer informants. Findings – Fashion‐process networks are found to be more centralized and polarized than friendship networks. Clothing acceptance is related to peer acceptance and is found to occur within and across friendship links. Clothing leaders are not necessarily the most popular subjects. The most significant factor determining “clothing leadership” is found to be “facial attractiveness.” Research limitations/implications – Social network analysis is exploratory in nature and the results cannot be statistically verified. However, a better understanding of the characteristics of fashion‐process networks in small groups assists in bridging the gap between individual adoption of fashion at the micro‐level and fashion diffusion in society at the macro‐level. Practical implications – By illuminating the dynamics of the fashion process in small groups, the study is of assistance in developing marketing strategies that target adolescents. Originality/value – The study is original in that fashion process in small groups of Korean adolescents is investigated by social network analysis of “clothing acceptance,” and then compared to friendship networks.