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The inherent qualities of a garment : a 2020 trend forecast and implementation

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The inherent qualities of a garment : a 2020 trend forecast and implementation

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Samenvatting

IN BRIEF the author identifies 3 trends and shares her trend insights, based on 3 inherent qualities of garments: the functional (‘Ascetism’), the tactile (‘Terra Firma’) and the expressive (‘Anarchism’). QUOTE 1 “Garments [have] three intrinsic qualities: [functional, tactile and expression]. The functional aspect relies on protection of the body whereas the tactile aspect is inherent to the fabric and the senses it adresses. The expressive quality is related to the Zeitgeist and highly dependent on the context.” QUOTE 2 “Quality is within reach: it’s in the inherent qualities of a garment.” RESEARCH QUESTION How do mid-segment brands need to adjust their brand strategy in or der to survive in 2020? SUB QUESTIONS 1) What does ‘focus on the garment’ mean? 2) How is this focus on the garment visible? 3) What is the trend frame? 4) How can mid-segment brands adapt to the focus on the garment?

Toon meer
OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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