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The aesthetics of alternative fabrics

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The aesthetics of alternative fabrics

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QUOTE “We are aware of the perspective of companies and governments, whom are willing to proceed using alternative materials. But we lack knowledge from the consumer’s perspective. Do they like it? Would they buy it? This research is about the aesthetics of alternative fabrics.” RESEARCH QUESTION What is the aesthetic value of alternative fabrics in fashion from the consumer’s perspective? SUB QUESTIONS 1. What is the definition of mainstream fabrics and alternative fabrics and to what extent is it being used? 2. What is the decision-making process of consumers concerning the attraction of alternative fabrics? 3. What are the consumer’s preferences on an aesthetic level when given a choice between alternative and mainstream fabrics? TABLE OF CONTENTS CHAPTER 1. Introduction. - 1.1 Relevance. - 1.2 Aim. - 1.3 Questions. - 1.4 Methodology4.1 Interviews. - 1.5 Structure. - 1.6 Limitations. - CHAPTER 2. What is the definition of mainstream fabrics and alternative fabrics and to what extent are alternative fabrics used? - 2.1 What is the definition of mainstream fabrics? - 2.1.1 Consumer’s perception on mainstream fabrics. - 2.2 What is the definition of alternative fabrics? - 2.2.1 Consumer’s perception on alternative fabrics. - 2.3 To what extent are alternative fabrics used? - CHAPTER 3. What is the decision-making process of consumers concerning the attraction of alternative fabrics? - 3.1 Aesthetic qualities. - 3.2 Results. - 3.3 Communication. - 3.3.1 Example G-star. - 3.3.2 Example Netl. - CHAPTER 4.What are the consumer’s preferences on an aesthetic level when given a choice between alternative and mainstream fabrics? - 4.1 Scenarios. - 4.2 Possible solution. - CHAPTER 5.Conclusion. CHAPTER 6.Sources. - 7.Attachment: Dutch translation executive summary ALTERNATIVE FABRIC STRATEGY This report is an advice for you as a company with an interest in alternative fabrics. It shows how to make sure consumers will buy your products made of alternative materials, through displaying various tools that you can use. First of all, this strategy focusses on the trends with regard to fabrics and colors. These trends were spotted on the Première Vision and its website. It is important to show consumers that certain fabrics can be trendy and cool and that it does not have to look old-fashioned and outdated. That is why after the trends, this product shows a possible fabric chart within the framework of the trends and color range. This section also describes the characteristics of these alternative fabrics and which mainstream fabric they can replace. Last but not least, a communication advice is displayed.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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