U.S. Consumer Response to Original Styles Featuring Traditional Burmese Textiles
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
The focus of this study was to: (1) create five contemporary fashion designs reflecting visual art styles (Dondis, 1973) and incorporating colorful traditional Burmese plain fabrics and "Acheik" fabrics as well as Burmese traditional costume and artifacts as inspirations; (2) analyze the consumers' responses to FEA attributes across five different garment styles; and (3) measure the aesthetic appeal of Burmese traditional fabric within fashion designs. Since Burmese textiles were being promoted, Burmese cultural apparel and artifact styles were used as inspiration in creating the range of visual styles articulated by Dondis (1973). The conceptual framework for creating the survey design and analysis was the Functional, Expressive and Aesthetic (FEA) Consumer Needs Model (Lamb & Kallal, 1992). The survey deployed through an Amazon Mechanical Turk online survey was used to a 200 women sample. The purposive sample was 19-40 years of age, mostly white, college educated and from 40 U.S. states.