Books by Madalena Pereira
Portugal. In: Wynn, M., Wiegand, T. (eds) Sustainability, the Circular Economy and Digitalisation in the European Textile and Clothing Industry. SDGs and Textiles. Springer
SDGs and Textiles. Springer Series , 2025
Textiles and clothing are an integral part of the global economy. We cannot persevere without the... more Textiles and clothing are an integral part of the global economy. We cannot persevere without the existence of textiles in their various forms, namely clothing, home textiles, personal protective equipment, transportation, construction and more. In Portugal, in 2022, exports from the textile and clothing industry amounted to €6.1 billion, a value never reached before, representing a 13% increase compared to 2021. The national textile and clothing sector generated over €8.6 billion in revenue in 2022, reflecting an 8% growth compared to 2021 and involved around 129,000 workers across more than 11,000 companies. Research into the textile and clothing (T&C) industry, as found in various studies, is of growing significance to accelerate the implementation of sustainability and circularity in the industry—from products and processes, to human resources—and by optimising the use of new technologies in the digital era. Such initiatives will play a key role in meeting the United Nation’s Sustainable Development Goals and those set by the European Union (EU) for 2030 and 2050. The objective of this chapter is to analyse sustainability strategies and circularity practices, and their relationship with the use of digital technologies in the Portuguese T&C sector. The findings identified a significant adoption of sustainability and circular practices which are currently evolving and often linked to Portuguese R&D projects. However, companies still face difficulties in establishing productive upstream and downstream partnerships to advance sustainability objectives. Digital technologies are seen as a means of increasing efficiencies and saving resources during the transition to sustainability and a circular economy. The T&C industry in Portugal is developing significant efforts in sustainable practices and in digitalisation for the transition to a circular economy, and to support alignment with the United Nations Sustainable Development Goals.
Digital printing techniques for denim jeans
Denim: Manufacture, Finishing and Applications, 2015
This chapter discusses the technological possibilities of using inkjet printing in the developmen... more This chapter discusses the technological possibilities of using inkjet printing in the development of digital denim. It begins with an overview of current state of the art solutions in digital textile printing and makes a comparison with the traditional techniques of denim colouration, printing and finishing. There follow the essentials of textile printing and colour management, addressing raster image processing issues as well as topics related to image manipulation techniques. Finally, techniques for developing digital denim and some practical applications in clothing design are discussed.
Papers by Madalena Pereira
Natural feel on natural fabrics, by using bio-based softeners
Journal of Cleaner Production 518(145635), 2025
Textile softeners play a vital role in enhancing fabric comfort by improving properties such as s... more Textile softeners play a vital role in enhancing fabric comfort by improving properties such as softness, drape, and smoothness. Traditional softeners, however, often rely on toxic compounds, posing environmental and health risks. This comprehensive review explores the emerging field of bio-based softeners as sustainable alternatives in the textile industry. Bio-based softeners, can be derived from renewable sources like plant oils, marine extracts, and animal derivatives, offering comparable performance while reducing environmental impact. This paper examines the classifications, mechanisms, and benefits of bio-based softeners while emphasizing the potential of enzymes, particularly cellulases, as sustainable and eco-friendly alternatives for fabric softening. Evaluation methods such as the Kawabata Evaluation System (KES-F) and Fabric Assurance by Simple Testing (FAST) demonstrate that bio-based softeners improve characteristics such as thickness, rigidity, extensibility, and smoothness in materials like cotton and wool. Despite these benefits, challenges remain, including consistency in softening effects and processing complexities of natural materials. Continued innovation and optimization in bio-based softening present a pathway toward a more sustainable, environmentally responsible textile industry.
Sustainability Strategies in Luxury Fashion Brands as a Relevant Factor in the Development of Brand Love
Advances in Fashion and Design Research, 2022
The purpose of this investigation is to understand how sustainability can emerge as a strategic b... more The purpose of this investigation is to understand how sustainability can emerge as a strategic branding factor in luxury fashion brands to stimulate brand love. Will it be a sustainable luxury fashion brand most desired by consumers? Is there a more empathetic connection on the part of the consumer when luxury fashion brands respect ethical and sustainable standards? What strategies should luxury fashion brands follow to be loved by the consumer? These are some of the questions that we intend to study with a focus on the concept of brand love. In addition to an approach to theoretical concepts related to brand love, luxury fashion and sustainability, the Stella McCartney brand was selected for a case study, which is an example of corporate transparency and plays a notable role in the sustainable fashion. It was concluded that sustainability can be a key factor in stimulating consumers’ love for brands, which translates into a positive word-of-mouth and high loyalty and commitment.
Keywords: Brand love; fashion design; Sustainability Luxury strategy
Usability Attributes for Fashion Design of Functional Wool Leisurewear
ADVANCES IN DESIGN, MUSIC AND ARTS. 7th Meeting of Research in Music, Arts and Design, EIMAD 2020, May 14–15, 2020, 2021
The development of trends of activewear in the everyday life of consumers has been described as e... more The development of trends of activewear in the everyday life of consumers has been described as emerged as a new trend called athleisure. With comfort characteristics reflected in a sophisticated, yet a relaxed lifestyle (Adorable and Bradbury 2016), Petro (2015), in this way, inspiring the development of leisurewear. For the present research, it is essential to evaluate consumer perception regarding the developed clothing, matching the trends and the satisfaction of the user's expectations of leisurewear. In this sense, it is purposed to make a process that will be divided into two phases which include a focus group each. This paper aims to build an insight into the consumer satisfaction opinion, related to the most relevant twenty-five factors that characterised this kind of apparel.
Corresponding Author: Benilde Reis
Functional Design of Tri-Laminated Wool Fabrics Improving Comfort Properties
JOURNAL OF BIOMIMETICS BIOMATERIALS AND BIOMEDICAL ENGINEERING, 2022
The globalization of information and the increase in individual knowledge has given rise to more ... more The globalization of information and the increase in individual knowledge has given rise to more attentive and demanding consumers. Thus, textile and clothing companies, in order to be competitive, rely on science and technology to develop their products in order to better satisfy the needs, current and potential, of consumers. In this way, design interprets textiles and clothing as an extension of the body, giving rise to the combination of fashion, aesthetics and innovation with protection, comfort and multifunctionality, both in workwear, day-life clothing, or leisurewear. The TexBoost Project - Less Commodities More Specialities, PPS 2 "New fabrics for high-performance applications based on natural fibres" seeks to respond to these challenges and trends through the development of technologically advanced products and processes that enable companies to grow in the value chain and penetrate in more competitive market niches. This work aims to present some results that identify the main innovative characteristics and advancements considering the new fabrics for high-performance applications based on natural fibres, focusing on the development of multifunctional wool fabrics and laminated textile structures for leisurewear products. This work test new membranes in comfort proprieties of wool fabrics. The results show the best tri-laminated with best proprieties in comfort. This results are important for textile and clothing industry. Autor 1: Reis. B.
Journal of Fashion Marketing and Management , 2015
Purpose – Considering that the human body is undeniable a fashion space, the purpose of this pape... more Purpose – Considering that the human body is undeniable a fashion space, the purpose of this paper is to highlight the importance of design and material choice in the relationship between clothing and accessories, namely, bags, for the fashion consumer. Design/methodology/approach – Initially the paper provides a historical framing of the use of materials in bags and its relation with clothing. Then, are described the characteristics of materials and how the human body relates to them, specifically how the sense of touch plays a decisive role in materials choice. Thus a natural fiber-based fabric as wool fabric is presented as a choice for some brands in the development of fashion accessories. Findings – It was found that there are an immense variety of materials that can be used in bags creation, and the use of them has changed over the years, influenced by social and economic conditions, fashion trends, and by technology evolutions in the production of fibers and composites. Taking in consideration that there is a long history of use of woven fabrics with natural fibers and a growing demand for sustainable and organic products, the use of wool natural fabrics in the production of bags were presented as a following road to the fashion industry. Originality/value – Since the relationship between materials used in apparel and fashion accessories is an area barely documented, this paper contributes to underline the possibility to exceed conventional design barriers and develop innovative and creative wool products pleasant for the human body as a fashion space.
Citation.
Ribeiro, L.S., Miguel, R.A.L., Pereira, M.M.R., Lucas, J.M. and Trindade, I.M.G. (2015), "Human body as fashion space: fashion accessories, design and woven fabrics", Journal of Fashion Marketing and Management, Vol. 19 No. 3, pp. 249-257.
Fashion Design and Fashion Technology Courses: Practical Skills in Patterns Making, Garment Manufacturing Techniques, Technologies, and Applications for Fashion Industry
Human Factors for Apparel and Textile Engineering, 2022
In higher education of national and international courses, there appear the designation Fashion D... more In higher education of national and international courses, there appear the designation Fashion Design, Fashion Technology, and the techniques of pattern making and garment manufacturing which are not always associated in the same curricular unit. The practical skills associated with these two techniques are complementary in fashion product development; but the separation or the failure of interaction between them in the past, contributed to the deficiencies in the validation of the fashion product in the learning phase and in many cases, they present deficiencies in the transfer of knowledge to the labor market. The type of textile and clothing industry differs from country to country, in Portugal it is still essentially based on exporting companies, accounting for 10% of the national exports, where the profile of the professional required is mainly for product development, with skills in techniques, materials and market. In other countries, the profile is adapted for departments, from the creation and development of collections for fashion brands, product development, market, global and local sourcing, among others, result of the evolution that the sector had in the last 20 years, after the multifiber agreement and with the relocation of production to countries with cheaper labor. However, the textile and clothing sector, although belonging to the same chain differ from each other, capital intensive versus labor intensive. The objective of this investigation is to answer a main question: What competences, from a practical point of view, are necessary for the Portuguese garment exporting industry in graduate students specialized in fashion design and fashion technology? The objective is to know what practical skills the Portuguese clothing exporting industry needs, as well as the necessary relationship between the various techniques in the learning phase that contribute to the development of a value-added fashion product. To answer this question, a program of visits/ classes in companies was developed with students in the fashion design specialization, to sensitive them of the needs of the industry and was developed a program of collaboration between two curricular units: pattern making and garment manufacturing. A practical lesson plan for two curricular units was developed for two groups of 25 students. Were also interviewed 10 entrepreneurs from the sector, about their needs and deficiencies in terms of qualified staff in the area. It is concluded that, after contact with companies in the sector and in a classroom model in the company, students show changes in behavior regarding the commitment and acquisition of technical skills. The interconnection between the two curricular units also allowed students to validate the results of their practical work, in the image of industrial model. It is also concluded that the contribution of teachers with recent experience in the clothing industry is essential in the contribution of student’s acquisition of skills to the labor market of the Portuguese clothing industry.
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STVgoDigital Project: The contribution of industry and scientific and technological system for fashion ecosystem digitalization
Human Factors for Apparel and Textile Engineering, 2022
Digitalization is the act of deploying digital technologies to transform available business model... more Digitalization is the act of deploying digital technologies to transform available business models and generate new revenue and value-producing opportunities (Gartner 2018). Digitalization is also called Industry 4.0. Several projects have emerged to respond to the challenges of Industry 4.0 and that, in some way, can respond to questions and problems found in an era of sustainability in the TCI (textile and clothing industry) supply chain, namely new business models for value creation. The STVgoDigital project, with the leadership of the “Têxtil Manuel Gonçalves” company, developed in partnership between the Portuguese textile and clothing industry and organizations of the scientific and technological system, allowing the development of advanced technology and market solutions applied to the fashion ecosystem. Thus, the objective of this project is to develop a digital platform (B2B and B2C) that contributes to the digitalization of processes from design to production and consumer with a horizontal and vertical integration system and allows responding to the problems of the new generations of fashion designers. For its development, a multidisciplinary team was formed (engineers, designers, informatics, managers, among others) to formulate the digital platform and interconnection with micro-factories production for a specific business model in the textile and clothing industry. It is concluded that the STVgoDigital project can contribute to a global level in this new digital and sustainable era: create value in the Portuguese textile and clothing industry and include more significant participation of designers and artists in the sector’s value chains, both nationally and internationally.Keywords: Industry 4.0, Fashion Ecosystem, Portuguese Textile, and Clothing Industry
Keywords: Textile and Clothing Industry, Industry 4.0, Fashion Design
This article results from an applied research project in collaboration with a textile firm locate... more This article results from an applied research project in collaboration with a textile firm located in Beira Interior. During this project the main objective has been the development of new patterns for wool fabric products for the company Fitecom. However, other objectives have been pursued, mainly the development of accessories with those fabrics, promoting differentiated applications beyond clothing products. Moreover, concerns about sustainability also support the work carried out until this stage. Concerning the raw materials, fabrics of natural fibers, 100% wool, were selected and for the design of the accessories, specifically bags, options of modularity were tested to extend the lifetime of the products, in a slow fashion perspective. The integration of technology, to increase the products value and consequently improve their lifetime, is also another solution proposed in this route to more sustainable products.
Synthesis of poly(3, 4-ethylenedioxythiophene) coating on textiles by the vapor phase polymerization method
Textile Research Journal, 2014
ABSTRACT In this article, plain weave fabrics of polyester were functionalized by means of a poly... more ABSTRACT In this article, plain weave fabrics of polyester were functionalized by means of a polymeric coating synthesized for high conductivity, using the vapor phase polymerization method. The method is considerably more efficient and sustainable than traditional wet methods and has been previously applied to synthesize poly( 3, 4-ethylenedioxythiophene) in yarns and fabrics, using oxidant agents with organic solvents. In this article, aqueous oxidant solutions were used in addition to those based in ethanol, providing textile substrates with high electrical conductance. The effect of the concentration of the oxidant solution on the electrical and mechanical characteristics of the samples was investigated and correlated to their morphology, analyzed by electron microscopy imaging. A strong decrease of the sheet resistivity of the samples with the concentration of oxidant increase was obtained, while the fabrics' original mechanical tenacity remained unchanged. The sheet resistivity of the samples could be further decreased by a factor of 5 by the application of multiple polymerization layers and was a function of the conjugated polymer content. The effect of washing/drying cycles on the electrical conductance of the samples is presented. The electrical and mechanical characteristics obtained have potential for smart textile applications such as electromagnetic shielding and physiological sensing.
SSRN Electronic Journal, 2000
Consumer behaviour research is the scientific study of the processes consumers use to select, sec... more Consumer behaviour research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers. The main objective of this paper is to study the gender differences in consumer buying behaviour of a Portuguese population when they go shopping to buy apparel products. To attain this objective a survey was developed and administered across Portugal. The findings confirm the differences between women and men especially in terms of What, Where, When, and How they buy.
CDHS 2014 - 9th ICDHDS. São Paulo: Blucher, 2014. ISSN 2318-6968, 2014
The object, which closely integrates the very definition of culture, is the alterity of the subje... more The object, which closely integrates the very definition of culture, is the alterity of the subject. Society - organized, designed, and therefore functional life – is based on the material construction and the Human being, the one who produces, lives around these
same designs.
To these objects are attributed either significant or functional qualities whatever it may be it always happens within certain evaluation parameters such as space and time parameters. There is, in a theoretical radical, a sphere of historical definitions of each culture - which are easily passed to the status of tradition - products that are either artificial either from natural roots, contribute to an internal language to those to it is common.
The designer stands out as the constructor of vital realities of cultures, to each object thrown on society, the producer must understand that the same design will be responsible for the transformation of the environment.
On any artifice designed, designers must respond responsibly while that may prevent commercial arteries from clogging and the culture to rewind itself. There are already some models - although almost always linked to sustainability - that open doors to alternatives pathways to the frenetic pace to which grows in this garden of objects; this paper synthetically presents the relationship between the designer and the consumer (the society) based on a communication based model. Of, dialogic, unfinished or intersubjective, the objects may contribute to a lower obstruction in the development of culture; emphasis being placed on the user’s experience.
Proceedings DESIGNA 2015: Identidade \ Identitity, Editado por F. Paiva e C. Moura, Universidade da Beira Interior, Covilhã, 2015
No mercado contemporâneo da moda, em que a competitividade é uma exigência e consequência da glob... more No mercado contemporâneo da moda, em que a competitividade é uma exigência e consequência da globalização e da múltipla oferta, a capacidade das empresas em chegarem mais cedo e com ino-vação ao mercado, satisfazendo e surpreendendo o consumidor, é factor decisivo para o sucesso. O design de moda desempenha, neste quadro, um papel fundamental e decisivo. A interface entre o design e a tecnologia tem permitido a obtenção de feitos inovadores, quer estéticos, quer funcionais, no vestuário e acessórios de moda. Neste senti-do, esta investigação explora os efeitos estéticos obtidos utilizando corantes com características fosforescentes, termocrómicas e fotocrómicas, combinados entre si ou não, aplicados em tecidos, brancos e/ou coloridos pelos processos de estamparia clássica ou impressão digital e ainda com acabamentos superficiais de revestimento, para aplicação em carteiras, permitindo incremen-tar o leque de possibilidades estéticas e funcionais. Este trabalho procurou dar resposta, em termos de aplicação, a temas de inspiração contemporâne-os, desenvolvidos no âmbito do projecto QREN--Mobilizador PT21 – Powered Textiles Século 21 - PPS Hightech Fashion/Fashion Fabrics, seguindo uma metodologia experimental de aplicação das tecnologias, procurando materializar os concei-tos estéticos e funcionais do projecto em tecidos para carteiras. O carácter inovador obtido resulta da combinação conjunta da aplicação das várias tecnologias, sendo que os efeitos estéticos depen-dem da interacção com o meio ambiente, nomea-damente a exposição à variação de temperatura, a exposição à luz e variação da claridade até à escuridão. Os efeitos funcionais permitem uma sensação de toque diferente devido à criação de barreiras de natureza hidrófoba, em especial de re-pelência à água e a óleos, tão relevantes no produ-to carteiras. De acordo com Celaschi et al (2009), nesta investigação, inserida numa dissertação de mestrado em design de moda, o design funciona como mediador entre a tecnologia e a arte para a concepção da forma (primeiro os efeitos 2D nos tecidos e depois os efeitos 3D nas carteiras); entre a tecnologia e a economia para a definição da função (tecidos funcionais e carteiras úteis ao ser humano); entre a economia e as humanidades para a criação de valor (inovação para a diferença e satisfação). Entre as humanidades e a arte para o aumento de significado é talvez, face à tipologia dos produtos em estudo, a mediação do design com menos peso neste projecto.
Human body as fashion space: fashion accessories, design and woven fabrics
Purpose
– Considering that the human body is undeniable a fashion space, the purpose of this pape... more Purpose
– Considering that the human body is undeniable a fashion space, the purpose of this paper is to highlight the importance of design and material choice in the relationship between clothing and accessories, namely, bags, for the fashion consumer.
Design/methodology/approach
– Initially the paper provides a historical framing of the use of materials in bags and its relation with clothing. Then, are described the characteristics of materials and how the human body relates to them, specifically how the sense of touch plays a decisive role in materials choice. Thus a natural fiber-based fabric as wool fabric is presented as a choice for some brands in the development of fashion accessories.
Findings
– It was found that there are an immense variety of materials that can be used in bags creation, and the use of them has changed over the years, influenced by social and economic conditions, fashion trends, and by technology evolutions in the production of fibers and composites. Taking in consideration that there is a long history of use of woven fabrics with natural fibers and a growing demand for sustainable and organic products, the use of wool natural fabrics in the production of bags were presented as a following road to the fashion industry.
Originality/value
– Since the relationship between materials used in apparel and fashion accessories is an area barely documented, this paper contributes to underline the possibility to exceed conventional design barriers and develop innovative and creative wool products pleasant for the human body as a fashion space.
This paper is held under an applied research project, Project PT 21 – Powered Textiles Século 21, PPS 3 – Hightech Fashion, Projecto Mobilizador n 13848, Quadro de Referência Estratégico Nacional 2007-2013 (QREN)
Tiragem 500 exemplares ISBN (versão impressa) 978-989-654-097-5 © Autores © Universidade da Beira... more Tiragem 500 exemplares ISBN (versão impressa) 978-989-654-097-5 © Autores © Universidade da Beira Interior DESIGNA International Conference on Design Research designa.ubi.pt Covilhã, 2012 © Reservados todos os direitos. O conteúdo desta obra está protegido por Lei. Qualquer forma de reprodução, distribuição, comunicação pública ou transformação da totalidade ou de parte desta obra carece de expressa autorização do editor e dos seus autores. A organização não se responsabiliza nem se pronuncia face à exactidão da informação constante deste livro. Os artigos, bem como a autorização de publicação das imagens são da exclusiva responsabilidade dos autores.
International Journal of Management Cases, 2012
Today, the design and development of fashion collections taking into account new forms of marketi... more Today, the design and development of fashion collections taking into account new forms of marketing, when it is not possible to touch or try the garments requires a previous reflection and appropriate methodologies for the whole process from design to sale.
As for the buying online, the e-commerce is defined as being the modern methodology that comprehend the needs of organizations, salesman and consumers to cut costs while the quality of the products and services rises, the time of delivery falls, the combination of communications, business and marketing strategies simplify the exchange of information, products and services (Kalakota and Whinston, 1996).
The aim of this investigation work is to analyse the e-commerce of fashion products, and identify a set of attributes required for the development of fashion design collections and the visual merchandising for fashion brands. In the search for answers it has been made a questionnaire with closed answers, followed by the data collection from 380 valid responses.
It was concluded that there are a set of attributes in fashion design collections and visual merchandising of e-commerce that the consumer considers as important in group of attributes studied. Also, the social causes of the brands are mentioned as important nowadays and the diversity of products and the possibility to try them is still a limitation for online purchase of certain products of fashion.
International Journal of Management Cases, 2013
The fashion designer is in his everyday life addressed by colour, playing with its essence, adapt... more The fashion designer is in his everyday life addressed by colour, playing with its essence, adapting to the trends, finding himself with the increasingly demanding consumer.
The colour and how it is perceived, always influenced habits, tastes and thoughts of the human being. The colour is a feature that fulfils our environment, not only specifying a fundamental quality or attribute of objects, but also causing deep emotional and aesthetic effects, influenced by associations and preferences.
Thus, it becomes the need to understand such intrinsic relationship, not only with fashion, but also with colour. The main objective is to reach an understanding of colour in three possible aspects: colour as a phenomenon, colour on an approach to the consumer, colour in fashion design.
In this way, it was intended to assess what are the concepts that young consumers may have about colour and how this relates to fashion design, taking into account various factors, such as: the symbolic values of colour and its connection with fashion within a perspective of apparel and accessories, and colour preference considering factors such as combination, contrast and style of clothes.
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Books by Madalena Pereira
Papers by Madalena Pereira
Keywords: Brand love; fashion design; Sustainability Luxury strategy
Corresponding Author: Benilde Reis
Citation.
Ribeiro, L.S., Miguel, R.A.L., Pereira, M.M.R., Lucas, J.M. and Trindade, I.M.G. (2015), "Human body as fashion space: fashion accessories, design and woven fabrics", Journal of Fashion Marketing and Management, Vol. 19 No. 3, pp. 249-257.
Free Download in DOI LINK
Keywords: Textile and Clothing Industry, Industry 4.0, Fashion Design
same designs.
To these objects are attributed either significant or functional qualities whatever it may be it always happens within certain evaluation parameters such as space and time parameters. There is, in a theoretical radical, a sphere of historical definitions of each culture - which are easily passed to the status of tradition - products that are either artificial either from natural roots, contribute to an internal language to those to it is common.
The designer stands out as the constructor of vital realities of cultures, to each object thrown on society, the producer must understand that the same design will be responsible for the transformation of the environment.
On any artifice designed, designers must respond responsibly while that may prevent commercial arteries from clogging and the culture to rewind itself. There are already some models - although almost always linked to sustainability - that open doors to alternatives pathways to the frenetic pace to which grows in this garden of objects; this paper synthetically presents the relationship between the designer and the consumer (the society) based on a communication based model. Of, dialogic, unfinished or intersubjective, the objects may contribute to a lower obstruction in the development of culture; emphasis being placed on the user’s experience.
– Considering that the human body is undeniable a fashion space, the purpose of this paper is to highlight the importance of design and material choice in the relationship between clothing and accessories, namely, bags, for the fashion consumer.
Design/methodology/approach
– Initially the paper provides a historical framing of the use of materials in bags and its relation with clothing. Then, are described the characteristics of materials and how the human body relates to them, specifically how the sense of touch plays a decisive role in materials choice. Thus a natural fiber-based fabric as wool fabric is presented as a choice for some brands in the development of fashion accessories.
Findings
– It was found that there are an immense variety of materials that can be used in bags creation, and the use of them has changed over the years, influenced by social and economic conditions, fashion trends, and by technology evolutions in the production of fibers and composites. Taking in consideration that there is a long history of use of woven fabrics with natural fibers and a growing demand for sustainable and organic products, the use of wool natural fabrics in the production of bags were presented as a following road to the fashion industry.
Originality/value
– Since the relationship between materials used in apparel and fashion accessories is an area barely documented, this paper contributes to underline the possibility to exceed conventional design barriers and develop innovative and creative wool products pleasant for the human body as a fashion space.
This paper is held under an applied research project, Project PT 21 – Powered Textiles Século 21, PPS 3 – Hightech Fashion, Projecto Mobilizador n 13848, Quadro de Referência Estratégico Nacional 2007-2013 (QREN)
As for the buying online, the e-commerce is defined as being the modern methodology that comprehend the needs of organizations, salesman and consumers to cut costs while the quality of the products and services rises, the time of delivery falls, the combination of communications, business and marketing strategies simplify the exchange of information, products and services (Kalakota and Whinston, 1996).
The aim of this investigation work is to analyse the e-commerce of fashion products, and identify a set of attributes required for the development of fashion design collections and the visual merchandising for fashion brands. In the search for answers it has been made a questionnaire with closed answers, followed by the data collection from 380 valid responses.
It was concluded that there are a set of attributes in fashion design collections and visual merchandising of e-commerce that the consumer considers as important in group of attributes studied. Also, the social causes of the brands are mentioned as important nowadays and the diversity of products and the possibility to try them is still a limitation for online purchase of certain products of fashion.
The colour and how it is perceived, always influenced habits, tastes and thoughts of the human being. The colour is a feature that fulfils our environment, not only specifying a fundamental quality or attribute of objects, but also causing deep emotional and aesthetic effects, influenced by associations and preferences.
Thus, it becomes the need to understand such intrinsic relationship, not only with fashion, but also with colour. The main objective is to reach an understanding of colour in three possible aspects: colour as a phenomenon, colour on an approach to the consumer, colour in fashion design.
In this way, it was intended to assess what are the concepts that young consumers may have about colour and how this relates to fashion design, taking into account various factors, such as: the symbolic values of colour and its connection with fashion within a perspective of apparel and accessories, and colour preference considering factors such as combination, contrast and style of clothes.