Propuesta pedagógica - Fase interpretativa

Capítulo 5. Fase interpretativa

A. Propuesta pedagógica

Blogs are a way of reporting trends and evaluations of fashion innovations. Review the blogs on http://www.apparelsearch.com/Fashion/Fashion_Blogs.htm. Then, as a class, develop content for a blog focusing on a particular product category. If the class is large, break up into smaller groups to cover blogs on different product categories (e.g., shoes, purses, cosmetics, fragrances, watches). Each group member should review fashion news sites and periodicals; manufacturer, brand, and designer sites; brand-sponsored social net- working sites; and other nonblog sites to identify new trends to post on your group’s blog. Also, collect information from other sources, such as fashion shows, stores, or “people on the street.” Each member should develop at least two posts and include images of the product innovations or trends for that product category. These posts should be created as a Microsoft Word document if the students do not have Web page development skills.

creating new product concepts. Some firms test consumer response by conducting previews of an upcoming line or product innovation with a select group of loyal customers (“Pin Point,” n.d.). Consumer-created content can be a source of inspiration for design innovations and information about design problems. For instance, in a product review for a new bamboo and hemp fiber product, developers can learn many things from the consumer, such as their response to the unappealing stiffness of the fabric, which may lead to the failure of the innovation. Through product commercials created by consumers, developers can glean information about the adoption stage or about how their customer actually uses or wears the product, which can provide insight into design features or product combinations to build into the next innovation. Examine how information can be used to innovate design in Activity 5.3.

aCTiviTY 5.3. ideNTifYiNg TreNds frOm

CONsUmer prOdUCT reviews

Developers can gain information about needed design changes and innovations from the comments made by consumers in product reviews. Select five products from the same product category (e.g., dresses, coats, luggage, outdoor umbrellas) on a retailer’s Web site (e.g., target.com). Read the reviews, identify at least five design changes needed, and propose at least five innovations for the product category. For instance, if a consumer comments about the unappealing stiffness of the coat fabric, you might suggest using softer fabric. This comment may move the manufacturer to use a stable knitted fabric rather than a woven fabric for the coat. If a reviewer comments that all luggage looks the same, you can suggest innovations in the design of the identity tag, product shape, or textile fabrications.

However, as with any data, issues of validity must be considered. Are the reviews or product information truly unbiased, and what is the demographic makeup of the reviewers? One may not be sure of the number of raters on a site and how well raters represent the target market for the innovation. There is nothing to stop unscrupulous firm employees from posing as consumers and providing high ratings. A wise firm understands that consumers are savvy and that, once trust is broken, it is very hard to regain; broken trust can have a long-term negative impact on the firm. Triangulation of data should be performed, which means checking whether the information gained from the consumer-created content agrees with information from other firm-generated sources, such as customer surveys, focus groups, and analysis of merchandising data.

In conclusion, we have seen how current consumer and industry trends are accelerating the innovation adoption stages within individuals and how this is af- fecting the diffusion of innovation. Fashion firms should use their knowledge of these consumer and industry trends to create better innovation and entice the

Key Terms Aesthetic imperative • Blogs • Co-design • Creative Class • Crowdsourcing • Experiential marketing • Ezines • Mass customization • Pluralistic aesthetic • Pop-up retail • Rich media • Style-confident consumer • Triangulation of data • Virtual model •

Questions for review and discussion

1. Consider the most recent new style that you purchased. What were some of the sources of information that influenced your acceptance of the style (e.g., product reviews, hearing what online friends say, seeing the style on famous people? Which of these do you feel you weigh heavily in the adoption of a new style?

Chapter summary

There are a number of factors fostering a more style-confident consumer, which may •

accelerate innovation adoption. The financial resources of the Creative Class, with its desire for innovative products, and the vast number of businesses that allow consumers to express their aesthetic preferences together facilitate the development and adoption of innovations. Furthermore, experiential retailing and access to vast amounts of design and trend information enhance a consumer’s confidence as she makes fashion decisions, accelerating diffusion of innovation.

Digital technology has an impact on the five stages of the consumer adoption process •

model; however, this model does not capture the new partnership that consumers have forged in the innovation process, that of innovation co-creator. Digital technology ap- plications, including mass customization, crowdsourcing practices, and rich media, allow the consumer to become the co-creator of innovations. Because consumers have direct input into the product design and development process via mass customization and crowdsourcing, innovations may have a better chance at success, and the pro- cesses may strengthen relationships between the firm and consumers.

Consumers are digital content creators who exercise opinion leadership and can •

become a source of information that facilitates the innovation adoption process. Con- sumer-created content accelerates the dissemination of information and builds a sense of trust and connectedness among consumers and between consumers and the brand. This may facilitate adoption of innovations. Consumer-created content can also be a source of inspiration for design innovations.

2. Try the mass customization or virtual function on an apparel Web site, such as timberland. com, nike.com, or landsend.com. Discuss how the experience affected your evaluation and willingness to adopt the product. Did it enhance your confidence that you were selecting the right product?

3. Are there other examples of technology that have accelerated fashion diffusion?

6

soCial responsiBiliTy

and susTainaBiliTy relaTed

To Fashion Trends and ForeCasTing

Objectives

Understand the definitions of social responsibility and sustainability •

Understand the increase of waste caused by the rapid diffusion of innovations •

Understand the role of mass customization in slowing down consumers’ desire for new •

fashion

Understand the impacts of social responsibility and sustainability on fashion trends •

Understand the contribution of Internet information on socially responsible consumer decisions •

Understand firms’ cost concerns regarding environmental improvements and programs to •

encourage socially responsible business practices

In document Implementación de los valores para mejorar la convivencia escolar en el grado primero de la (página 49-61)