The impact of various fashion brand design concepts on the persistence of product value: Analysis based on winning bid data on an auction platform

Radical innovation in fashion design has high and significant impact on maintaining product value. However, radical innovation involves technological and market uncertainties. In order to avoid the uncertainty, we set the product categories of fashion. After considering the historical background, we analyzed which factors have high influence on the maintenance of product value. The analysis target of this study was set as “Jean Jacket.”. We collected data of auction results and fashion elements of thrifted clothes from an internet auction platform, Aucfan. A significant positive effect on product value maintenance was confirmed for some of the silhouette search elements and the reprint search elements. Previous studies have suggested that the fashion design elements set as hypotheses contribute to product value. Yet, in terms of value maintenance, it became clear that it was not a theoretical interpretation that was valid for all.