Study of consumer clothing behaviour and its relevance to the successful fashion product development
Rocha, Maria Alice Vasconcelos (2007) Study of consumer clothing behaviour and its relevance to the successful fashion product development. PhD thesis, University College for the Creative Arts, Rochester/University of Kent.
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Previous research highlighted consumer dissatisfaction with fashion clothing products on offer. There is a lack of information about real consumers needs due to the industry standards of beauty and behaviour as well as a constant rush for innovation that feeds fashion cycles.
This research identifies the elements that will enable fashion clothing companies to become more inclusive, and aims to find a methodological relationship between the stakeholders in the fashion industry: consumers, designers and companies. The research considered the difference between a mature market as opposed to emergent ones, and addressed differences between Western and Eastern cultures.
Partial fulfilment for the degree of Doctor of Philosophy in industrial design.
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