Fashion Design Process for Small and Medium Enterprises

Khalil, Rasha Wagdy; Madian, Wedian

doi:10.21608/jdsaa.2022.162807.1219

Fashion Design Process for Small and Medium Enterprises

Document Type : Original Article

Authors

Rasha Wagdy Khalil ¹
Wedian Madian ²

¹ Apparel Design Management and Technology Dept., Faculty of App. Arts, Helwan University

² Apparel Design Management and Technology Dept., Faculty of App. Arts, Helwan University - Cairo, Egypt

10.21608/jdsaa.2022.162807.1219

Abstract

Since the fashion market is dynamically changing, young fashion designers must be provided by a fashion design process to equip them with the necessary qualifications to play different roles in the fashion design business through small and medium enterprises (SME). Hence, this study aims to equip young fashion designers with necessary qualifications to build a fashion brand through SME considering the Egyptian tendency to support the economy. In addition, the study examines the efficiency of the suggested fashion design process for SME in casual and evening designs considering the concept of national identity to create contemporary fashion designs that suits the consumer demands. The impact of the study lies in the future of both fashion design industry and fashion design education as the suggested fashion design process helps the designers to think beyond the creation of their fashion designs to meet the demands of the target market through SME. Statistical analyses were conducted using the SPSS-PC statistical program package, for final questionnaires to investigate the efficiency of the fashion design process for SME. According to the statical results, the mean of sum specialist’s questionnaire is 68.4857 for evening designs and 67.976 for casual designs, while the mean of sum consumers questionnaire is 59.55 for evening designs and 60.04 for casual designs. The outcomes of the fashion design process for SME were presented in two exhibitions held at the exhibition hall in the faculty of Applied Arts- Helwan University, Cairo, Egypt on the 22nd of February and 20th of July 2022.

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