As the appointed strategist for a South African apparel retail store chain, you have observed a shift in customer preferences over the past two years. What was once favoured by customers is no longer attracting them, and you have noticed that different brands are successful in different locations. Additionally, you've noticed that customers' tastes and preferences are changing rapidly. As part of your strategic analysis, you need to identify the factors that could be driving these changes in customer preferences.

Suggest and discuss relevant concepts that explain the changes in taste and preferences of customers.