Journal of Fashion Marketing and Management recently published my paper ‘Inspiration sources for Australian fast fashion designers: tapping into consumer desire’.
For the paper I conducted a fresh analysis of interview data from my PhD, focusing on the perspectives of fast fashion designers. Rather than offer a critique of design practices, my intention in this paper was to explore the ways in which designers design – what is their decision-making process, what methods do they use to determine which styles will ‘work’ and which will not?
In fast fashion, the design decisions must be as rapid-fire as the changes in trends. The designers I interviewed were themselves young women of a similar age to their target market, and so relied heavily on their embodied understanding of their consumer’s desire – ‘our girl’, as they called her.