Part 1: Fashion Leadership among Korean College Women

In Part 1 of this two‐part report, fashion innovativeness and fashion opinion leadership were studied in relation to the attitudes Korean women held toward change, as well as in relation to their socioeconomic levels. Socioeconomic level was not related to fashion innova tiveness nor to fashion opinion leadership. Attitudes toward change were correlated to the two leadership variables. When respondents were assigned to categories of fashion innovators, innovative communicators, fashion opinion leaders and non‐leaders, significant differences were found between their scores on the attitudes‐toward‐change measure, suggesting that the underlying differences between these four groups merit further examination. In Part 2, the Korean respondents were compared to American college women.