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

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.

An Integrated QFD-FEA Framework for Evaluation of Nigeria Garment Designs

“…The opinion of eighteen (18) designers and retailers (88.9% are female and 0.11% are male) with at least five (5) years of experience in the area was obtained. During the interactive sessions, the DTRs for garment items selected by the fashion designers and retailers are as follows: Accuracy in garment dimension, seamline, style, fabric quality, fabric weight, aesthetics, draping capacity, durability, breathability and good finishing or neatness.…”

Listening to the Customers: How Quality Function Deployment (QFD) Addresses the Expectations of People in Various Fields Especially in Education

“…Application-How QFD Helps in Various Field. Kabukcu (2016) applied QFD in fashion industry as "QFD is a customer-driven product development technique that translates customer's needs into design requirements (DRs). It ensures that the voice of customers is implemented into final products or services to increase customers' satisfaction (p.209).…”