Masculine Style(s): Shifting Identities and Textile/Apparel ...
Source: www.ntcresearch.org
Topic: Fashion for Men
Sort Desciption: We aim to explore the factors surrounding mens thinking about fashion in ways that move. beyond the stale dichotomy between womens fashion and mens ...
Content Inside: NTC Project: S05-AC02 1 FY 2005 NTC PROEJCT ANNUAL REPORT Project No. S05-AC02 Competency: Management Systems Title: Masculine Style(s): Shifting Identities and Textile/Apparel Industry Opportunities Project Team: Leader: Michael Solomon/Auburn University/consumer behavior and marketing/ msolomon@auburn.edu Phone: 334.844.1316 Members: Susan Kaiser/UC Davis/sbkaiser@ucdavis.edu/gender studies; Janet Hethorn/University of Delaware/ jhethorn@udel.edu/ apparel design and visual methods Basil Englis/Berry College/benglis@berry.edu/consumer research methodology Van Dyk Lewis/Cornell University/vdl4@cornell.edu/fashion design and trend analysis Ning Pan/UC Davis/ npan@ucdavis.edu/ textile hand measurement. Industry Partner: Levi-Strauss Inc. Goal: We aim to explore the factors surrounding mens thinking about fashion in ways that move beyond the stale dichotomy between womens fashion and mens (inattentiveness to) fashion. We also plan to examine the extent to which the menswear industry may need to become more strategic and flexible in order to adapt to a changing market. Our specific objectives are: (1) To examine the implications of a shifting male consumer culture for the textile and apparel industrial complex. This objective includes an analysis of the degree of synchronicity between consumer and industrial perceptions; (2) To compare how American men relate to fashion as a function of gender identity and lifestyle issues; and (3) To analyze sensory (visual and tactile) issues associated with male consumption of textiles and apparel. Abstract: Despite the fact that slightly more than one third of U.S. apparel purchases are in the menswear category 1 little research has been conducted to understand how men evaluate and purchase clothing. The problem is twofold: (1) The framework for understanding textile and apparel consumption is still based upon a female-dominant model i.e. fashion is equated with femininity; and (2) there is an ongoing belief th ...
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