La relación de las tendencias textiles y del consumidor pos-pandemia con los atributos valorados por los diseñadores-consumidores del universo swimwear

Abstract

Fashion trends have been fundamental in defining how brands act in relation to product development according to the trends identified within the designers-consumers. Simultaneously, the COVID-19 pandemic has changed the mentality and therefore what designers-consumers value. For this reason, products need to be reinvented in order to link designer-consumers with clothing attributes through meanings. The presented research stems from this need and its main objective is to relate the textile trends with specific attributes for the swimwear´s universe in the post-pandemic. The specific objectives are: (i) to identify the textile and designer-consumer trends in the post-pandemic; (ii) to discover the designer-consumer´s values related to (vis-à-vis) the post-pandemic textile trends; (iii) to find the meanings of the designer-consumer related to (vis-à-vis) the post-pandemic textile trends; and (iiii) to propose a set of recommendations for textile companies which are seeking to adopt these trends on their collections. Terms such as values, meanings and attributes can be found in the theoretical framework in addition to concepts such as trends, drivers and map of emotions. A qualitative methodological research was performed based on the means-end chain model (Durgee et al., 1996) through interviews and focus groups of people from socioeconomic strata 4, 5 and 6 located in El Valle del Aburrá, which resulted in recommendations applicable to textile companies future collections and the swimwear´s universe. The results will be shared with the companies Protela and Prointimo with the intention from them to apply these findings and achieve a positive impact on the market.