The short-term aim of this R&D project (financed by the Centre of Expertise Creative Industries) is to develop a virtually simulated textile database that renders 3D visual representations of these fabrics. The idea is for this database to be open source and be able to interface with 3D design applications such as those of Lectra. The textile database will include a number of different digital datasets per textile that contain information about the fabric’s drape, weight, flexibility etc., to virtually render prototypes in a 3D simulated environment. As such, in building garments via a 3D software design application, designers will be able to see how a garment changes as new textiles are applied, and how textiles behave when constructed as different garments. This will take place on 3D avatars, which may be bespoke body scans, and will allow for coordinated and precise fitting and grading.
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Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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We describe here the design and implementation of the Fashion Tech Farm (FTF), which aims to drive sustainable innovation in garments and fashion. We describe our goals, design principles, and the implementation. The design principles are rooted in an understanding of the fashion system, open networks, and entrepreneurial thinking. After four years of work on the FTF, we review three projects to evaluate how far the work has achieved the main goals and how our design principles are developing.
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Tijdens de COVID-19 crisis heeft een aantal MKB-winkeliers zonder webwinkel op succesvolle wijze winkelbeleving op afstand toegepast. Met behulp van digitale technologieën werden klanten hierbij, ongeacht hun locatie, bij de fysieke winkel betrokken en in staat gesteld elementen van deze omgeving te beleven. Dit zou, gezien de verwachte toegenomen behoefte van klanten aan winkelen zonder fysiek in de winkel te zijn, het onderscheidend vermogen en de concurrentiepositie van de MKB-winkelier kunnen versterken. Vooralsnog ontbreekt echter toegepaste kennis van de manieren waarop winkelbeleving op afstand effectief toegepast kan worden. Drie MKB-winkeliers, namelijk DroomHout, Chase Concept Store en MeubelBaas, hebben ons consortium verzocht deze kennis te verstrekken. Dit verkennende onderzoek beoogt dergelijke kennis te creëren door het beantwoorden van deze onderzoeksvragen: • Wat zijn geschikte manieren om winkelbeleving op afstand toe te passen? • Wat zijn de (beoogde) effecten van deze toepassingen voor MKB-winkeliers, hun personeel en klanten? • Welke succes- en faalfactoren beïnvloeden deze effecten? • Welke stappen kunnen MKB-winkeliers gegeven deze succes- en faalfactoren zetten ten einde winkelbeleving op afstand effectief toe te passen? Het Centre for Market Insights van de Hogeschool van Amsterdam, TMO Fashion Business School en het lectoraat Regio Ontwikkeling van Saxion zullen dit project in samenwerking met de drie winkeliers uitvoeren. Hiertoe zullen een literatuuronderzoek, interviews, observaties, een survey en experimenten worden gedaan. Dit onderzoek biedt niet alleen waardevolle inzichten voor de retailsector, maar is ook een eerste stap in het opzetten van een langduriger onderzoeksprogramma. Het project zal resulteren in een rapportage over de effectieve toepassing van winkelbeleving op afstand, consortiumbijeenkomsten over de resultaten, een stappenplan voor winkeliers, twee vakpublicaties, een academisch working paper, bijeenkomsten om het consortium uit te breiden, een eindpresentatie aan het consortium en geïnteresseerden, en een RAAK-mkb opzet.
We produceren en consumeren meer mode dan we nodig hebben, met te veel impact op mens en milieu. Mode aankopen zijn vaak impulsief en worden ter plekke, in de winkel besloten. Daar ligt dus een kans, maar wanneer gaan we als consument vaker voor duurzame mode kiezen, en hoe kunnen duurzame mode retailers ons daartoe verleiden?
This proposal aims to explore a radically different path towards a more sustainable fashion future through technology. Most research on fashion and technology focuses on high tech innovation and, as a result, overlooks knowledge that is already available and has been used, tested and improved for centuries. The proposed research project, however, looks backward to move forward. It aims to investigate ‘the blindingly obvious’ and asks the question how historical technologies could be used to solve contemporary environmental issues in fashion. It thus argues that technology from the past could inspire both designers and technologists to come up with new and exciting solutions to make the future of fashion more sustainable. The current fast fashion system has changed the relationship consumers have with their clothing. Clothing has become a throwaway object and this has severe environmental implications. This research project aims to find a solution by exploring historical technologies - such as folding, mending and reassembling-, because in the past a ‘sustainable’ attitude towards fashion was the norm simply because cloth and garments were expensive. It wants to examine what happens when consumers, fashion designers and technologists are confronted with these techniques. What would, for example, materialize when an aeronautical engineer takes the technique of folding as a starting point and aims to create clothes that can grow with babies and toddlers? The answer is the signature suit of the brand Petit Pli: a special folding technique allows their signature suit to grow with children from 3 months to 3 years. Much like the age-old folding techniques applied in traditional Dutch dress, which allowed the size women’s jackets to be altered, by simply adjusting the pleats. Similarly, this project aims to investigate how high tech solutions, can be initiated through historical techniques.
