Inspiration sources for Australian fast fashion design: tapping into consumer desire
Abstract
Purpose
The purpose of this paper is to identify both the inspiration sources used by fast fashion designers and ways the designers sort information from the sources during the product development process.
Design/methodology/approach
This is a qualitative study, drawing on semi-structured interviews conducted with the members of the in-house design teams of three Australian fast fashion companies.
Findings
Australian fast fashion designers rely on a combination of trend data, sales data, product analysis, and travel for design development ideas. The designers then use the consensus and embodiment methods to interpret and synthesise information from those inspiration sources.
Research limitations/implications
The empirical data used in the analysis were limited by interviewing fashion designers within only three Australian companies.
Originality/value
This research augments knowledge of fast fashion product development, in particular designers’ methods and approaches to product design within a volatile and competitive market.
Keywords
Acknowledgements
This research was conducted as part of a doctoral programme, funded by an Australian Postgraduate Award.
Citation
Payne, A. (2016), "Inspiration sources for Australian fast fashion design: tapping into consumer desire", Journal of Fashion Marketing and Management, Vol. 20 No. 2, pp. 191-207. https://doi.org/10.1108/JFMM-12-2014-0092
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited