| Title |
Fashioning clothing with and for mature women: a small-scale sustainable design business model |
| ID_Doc |
65723 |
| Authors |
Townsend, K; Kent, A; Sadkowska, A |
| Title |
Fashioning clothing with and for mature women: a small-scale sustainable design business model |
| Year |
2019 |
| Published |
Management Decision, 57.0, 1 |
| DOI |
10.1108/MD-12-2016-0942 |
| Abstract |
Purpose An ageing population in the developed world has become a significant topic in the contemporary research agenda. The purpose of this paper is to report on the development of a new small-scale business model based on facilitating in-depth understanding and responding to mature female consumers' needs and expectations towards fashionable clothing. Design/methodology/approach Two complementary approaches are used: interpretative phenomenological analysis allows the researchers to employ the life-course perspective and to develop in-depth understanding of individuals' present experiences in relation to their past. Action research offers the possibility to develop participatory, co-design processes based on collective creativity and mutual knowledge exchange between the stakeholders. Findings The research finds a strong interest in fashionable clothing by women, irrespective of their age. The action-based co-design process involving collaborative encounters with mature consumers creates a dynamic capability for alternative fashion design methodologies. This approach can contribute to a small-scale fashion business model for the mature women's fashion market. Practical implications The women in the study stress the need for a more inclusive design process and expressed a willingness to buy from a brand/retailer who would offer them such a collaborative opportunity. There are practical implications for how a more flexible sizing approach to the design of fashion for older women could be implemented. Originality/value This research makes a contribution to practice-based design solutions for mature women and a new inclusive business model based on emotional durability. The innovative methodological approach contributes to the field of ethical and sustainable fashion design. |
| Author Keywords |
Business model; Action research |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Social Science Citation Index (SSCI) |
| EID |
WOS:000454986800001 |
| WoS Category |
Business; Management |
| Research Area |
Business & Economics |
| PDF |
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