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Fashion Designers' Decision-Making Process

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Fashion Designers' Decision-Making Process Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2013 Fashion designers' decision-making process: The influence of cultural values and personal experience in the creative design process Ja-Young Hwang Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Art and Design Commons Recommended Citation Hwang, Ja-Young, "Fashion designers' decision-making process: The influence of cultural values and personal experience in the creative design process" (2013). Graduate Theses and Dissertations. 13638. https://lib.dr.iastate.edu/etd/13638 This Dissertation is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Fashion designers’ decision-making process: The influence of cultural values and personal experience in the creative design process by Ja -Young Hwang A dissertation submitted to the graduate faculty in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major: Apparel, Merchandising, and Design Program of Study Committee: Mary Lynn Damhorst, Co-Major Professor Eulanda Sanders, Co-Major Professor Sara B. Marcketti Cindy Gould Barbara Caldwell Iowa State University Ames, Iowa 2013 Copyright © Ja Young Hwang, 2013. All rights reserved. ! ii! ! TABLE OF CONTENTS Page LIST OF FIGURES ................................................................................................... vi LIST OF TABLES ..................................................................................................... vii ABSTRACT.............................................................................................................. viii CHAPTER 1 INTRODUCTION .......................................................................... 1 Background.......................................................................................................... 1 Significance of the Study.................................................................................... 4 Purpose................................................................................................................. 9 Research Questions.............................................................................................. 9 Definitions............................................................................................................ 10 CHAPTER 2 LITERATURE REVIEW ............................................................... 14 Culture, Humankind, and Society ........................................................................ 14 Cultural System .................................................................................................... 16 Values and Culture ............................................................................................... 18 Korean Culture and Overview of Korea .............................................................. 19 Confucianism ................................................................................................. 21 Confucian Values in Korea ............................................................................ 24 Family ................................................................................................... 25 Education .............................................................................................. 26 Traditional Images of Korea and Confucianism in Dress .............................. 26 Contemporary Korean Culture ............................................................................. 29 Korean Pop Culture “Korean Wave” ............................................................ 29 The Korean Fashion System ................................................................................ 31 Economic Growth of Korea and its Clothing and Textile Industry .............. 31 Korean Consuming Behaviors ............................................................................. 36 Nature of Design Activity .................................................................................... 40 Design Process ............................................................................................... 41 Creativity in the Fashion Design Process ...................................................... 43 Impact of Eastern Cultures on Fashion Design and Creativity ............................ 48 Theory of Optimal Experience ............................................................................. 50 Conclusions ......................................................................................................... 53 ! iii! ! CHAPTER 3 METHOD ....................................................................................... 54 Research Approach .............................................................................................. 54 Sampling Method ................................................................................................. 54 Data Collection Procedures .................................................................................. 57 Data Collection .................................................................................................... 57 Data Analysis ....................................................................................................... 58 Trustworthiness (i.e., Reliability and Validity Checks) ................................ 59 CHAPTER 4 RESULTS AND DISCUSSION ..................................................... 61 Demographic Background Information ............................................................... 61 Personal History of the Fashion Designer ..................................................... 68 In-Depth Interviews with Fashion Designers ...................................................... 70 Uncertainty Encountered by Apparel Designer vs. Fashion Designers ......... 70 Apparel Designer .................................................................................. 71 Synonyms .............................................................................................. 72 Fashion Designer .................................................................................. 73 Creative Fashion Design Process ................................................................... 75 Product Development Process .............................................................. 76 An Iterative Process .............................................................................. 77 Analysis........................................................................................... 78 Synthesis ......................................................................................... 79 Revision .......................................................................................... 79 Optimal Experience of Flow ................................................................. 80 Break Time ...................................................................................... 80 Barriers ............................................................................................ 83 Money Constraint .................................................................... 83 Autotelic Experience ....................................................................... 84 Happiness from Recognition ........................................................... 86 Reflection in Action .............................................................................. 88 Designers’ Role in the System ....................................................................... 91 Researcher ............................................................................................. 91 Problem Solver ...................................................................................... 92 Entrepreneur .......................................................................................... 93 Manufacturer ......................................................................................... 94 The Designer’s Skills ..................................................................................... 95 Producing Creative Products ................................................................. 95 Problem-Solving ................................................................................... 96 Communication ............................................................................... 97 Collaboration ................................................................................... 98 ! iv! ! Time Management ................................................................................ 99 Fashion as Communication ............................................................................ 101 Function ................................................................................................ 101 Human Centered Design ................................................................. 101 Aesthetics .............................................................................................. 102 Designers’ Intention .............................................................................. 104 Sources of Inspirations ................................................................................... 105 Everyday Experience and Surroundings ..............................................
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