Output details

A Abordagem Do Modelo Da Cadeia Meios-Fim Para o Desenvolvimento De Produtos De Moda (A Means-End Chain Model Approach for Fashion Product Development)

Full paper presented at Brazil's largest annual design conference, P&D Design, in 2008. The research involved comparison of the views and priorities of consumers, designers and retailers of fashion products in the UK, China and Brazil. A clear distinction is made in the research between 'fashion', with aesthetic and cultural emphases, and ‘clothing', with emphases on function and practicality. The research showed previously unknown differences between perceptions of the three groups studied within each country (UK, China and Brazil) and between the countries. There were important differences in each country between the intentions of designers and retailers and the perceptions and priorities of customers. Fashion expertise was provided by co-author Dr Lynne Hammond. The research in China was joint between Hawkins and Rocha, work in Brazil by Rocha. A Means-End Chain approach was taken using photo-elicitation on site to enable the various user groups to relate their values and priorities to clothing and fashion. The data produced by the study have been useful in informing designers and retailers, particularly in Brazil and the UK, of the differences in priorities and perceptions of fashion and clothing between countries. This is particularly important in addressing the design of garments aimed at the large consumer markets of China and Brazil.

The aim of the study was to develop methods to support fashion product design and product development. Primary data were gathered in the UK, China and Brazil for copmparison. The Means-End Chain model was used for analysis - a Likert type scale measured the degree of importance that consumers, designers and companies give to the Indicators for Fashion Clothing Consumption. It was discovered that designers gave more attention to certain indicators that are not a priority for consumers, while companies overvalued some indicators and showed little awareness of others - for example, brand over product benefits such as comfort or protection.