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Article

Open Access

A Research on QFD-“House of Brand” in Fashion Industry

Author(s)

Evrim Kabukcu

Full-Text PDF Download XML 1602 Views

DOI:10.17265/1537-1506/2016.04.006

Affiliation(s)

Evrim Kabukcu, Dr., Department of Design, Celal Bayar University, Manisa, Turkey.

ABSTRACT

Fashion continues to be an area that reflects the increasing popularity of different theoretical and practical approaches of researchers from different disciplines. Due to the rapid cycles of fashion, sustainable products and processes in terms of technical creativity and innovative approach are needed. In this context, fashion marketing emerges as an integrative marketing application with its both technical and social aspects by taking potential customers center that symbolize rapid change and creativity of fashion products. In this study, QFD-House of Brand was designed with Quality Function Deployment (QFD) approach. In this context, the experts (focus group) in Fashion Industry evaluated the selected fashion brand and its selected products by prioritizing the criteria. These evaluations were used in QFD-House of Brand. Thus, technical and social aspects of fashion industry were analysed together. By this technique, QFD-House of Brand established in relation to products and brand was interpreted and optimization suggestions were presented in accordance with the findings of the research. In addition, suggestions on sustainability and optimization of brand equity in fashion industry were provided.

KEYWORDS

brand equity, fashion industry, product, quality function deployment, sustainability

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