The Womenswear Branding Innovation for Social Elite Consumer from The Development of Recycled Metal from Accessories Industry

Abstract

The objective of the womenswear branding innovation for the social elite consumer target group deriving from the accessories industry is to find guidelines for designing creative clothing as well as to find ways to create their brand. This is a combined-methods research incorporating both quantitative and qualitative research along with the process of developing innovative materials and creative fashion designs. Having studied the theories of metal recycling and processing, costume design, and product consumption behavior of the social elite target group, the researcher has gathered data using the in-depth-interview technique and questionnaires created and developed by the researcher. The data was collected from a sample group of 15 consumers, and the researcher gathered information on consumer clothing through the use of the paper doll data set process in order to analyze the element of clothing to be employed in the creative design process while experimenting with techniques and decorative details. The findings of the research are 1) Innovative development of recycled metal materials for fashion design work is suitable for knitting techniques using metal yarn mixed with knitting yarn. 2) Guidelines for designing creative clothing for the social elite target group are suitable for clothing meant for social occasions (party-wear) in a contemporary style under the concept of post-minimalism art featuring a straight silhouette, I-line and A-line styles with metallic color group. 3) Guidelines for creating a brand are for the B+ level market. 4) With regard to a form of clothing design that provides structure to specific parts with details of embellished knitting, creative experiments with techniques and decorative details find that stocking stitch, stocking stitch and holes, and leaf and button holes combined with the use of mixed metal threads and metallic yarn are suitable to be applied in developing the design of women’s clothing for social occasions (party-wear).