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The company's newest styles, like its Energy gym shoes, have reignited interest among teenagers.
The convention of representing the newest styles outdoors reflected, among other things, the drift of fashion from the privileged precincts of the court and salon to the less circumscribed lives of the rising bourgeoisie.
This arrangement ensures that Macy's will always have the newest styles and best brands available for its customers.
Because not every consumer purchases the latest fashion products or newest styles before their commercial introduction in the marketplace, fashion adoption follows a path similar to that of diffusion of innovation (Noh et al. 2014).
More than this, the constant change of styles leads to heavy markdowns as retailers need to get rid of stock to create space for the newest styles.
Deeper change requires a cultural shift in the developed world, in which producers slow down fashion cycles and consumers demand higher-quality clothing that lasts longer, rather than just the newest styles at an affordable price.
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