Sportswear and Androgyny APSIFMLON Academic and Professional Skills for Int. Fashion Marketing and Int. Fashion Management Sportswear and Androgyny Group members: Anggy Sherwinda Ully |6675079 Jing Miao (Iry) | 6211051 Guo Cheng (Vera) | 6567671 Ranran Li (Janice) | 6408145 Sabiha Siddiqa Nijhum | 6936969

TOPICS OVERVIEW METHODOLOGY OF RESEARCH IN STORE CONFRIMATION RESULT TREND CONSUMER PROFILE BOARD QUESTIONNAIRE RESULT CONCLUSION TOPICS

OVERVIEW : WHAT IS ANDROGYNY? Androgyny, the characteristic of male combine with the characteristic of female, popular in the 80s’and advanced by fashion industry in the twentieth century. “An androgyny trend is the one of top 20 trends in spring and summer 2015 as this look has shown in the runway. The masculine clothing style also has been designed by the luxury brands, Chanel, Saint Laurent and Jean Paul Gaultier” (Vogue 2014). OVERVIEW : WHAT IS ANDROGYNY?

OVERVIEW : ANDROGYNY AND SPORTSWEAR Sportswear Including traditional sport brands and other types of brands also focusing on sportswear recently. Eg: TOPSHOP, CHANNEL and ALEXANDER MCQUEEN. Sports with Androgyny The Sportswear look for men and women is becoming less gender specific. For example, we see a lot of bright colors and bright prints for men. OVERVIEW : ANDROGYNY AND SPORTSWEAR

METHODOLOGY OF RESEARCH Closed Question Online & Offline GOOGLE FORM & DIRECT APPROACH “ …from general information of the respondents, warm-ups questions, transition questions, complicated and specific questions…” Why? Awareness of respondent fatigue Tests for validity and reliability METHODOLOGY OF RESEARCH https://aireboroughnf.files.wordpress.com/2013/06/questionnaire.jpg

Question no. 1-4, Scope of research: Demographic Closed Question Question no. 1-4, Scope of research: Demographic Question no. 5-6, Comprehension of androgyny Question no. 7-10, Androgyny in fashion industry Question no. 11-13, Consumer behavior Question no. 14-17, Sportswear in fashion industry Question no. 18-19, Sportswear and androgyny METHODOLOGY OF RESEARCH

IN STORE CONFRIMATION: SCOPE OF RESEARCH Round neck Store Findings Sweatshirt Track Pants Logo at center Long Sleeve with hand cuff Brand Searching NIKE ADIDAS TOPSHOP FENDI Stella McCartney Length: Neck-Hipline Straight cut pants with line accents beside Elastic waist band Length: Upper hips – lower angkle IN STORE CONFRIMATION: SCOPE OF RESEARCH

IN STORE CONFRIMATION: SCOPE OF RESEARCH Round neck Logo at center Elastic waist band Long Sleeve with hand cuff Length: Neck-Hipline Similarity around 80-95% Straight cut pants with line accents beside Length: Upper hips – lower angkle IN STORE CONFRIMATION: SCOPE OF RESEARCH

IN STORE CONFRIMATION: SCOPE OF RESEARCH Look Components NIKE ADIDAS Tops Sweatshirt-Red XO X Sweatshirt-Blue O XXOO Sweatshirt-Grey XXXO Bottoms Tracking pants-Blue Tracking pants-Black XXOOO XXXXO Tracking pants-Grey XX0 X = Similarity more than 95% ; O = Similarity around 80-95% IN STORE CONFRIMATION: SCOPE OF RESEARCH http://solutionsforsport.net/wp-content/uploads/2015/05/sportsbrands.jpg

IN STORE CONFRIMATION: SCOPE OF RESEARCH Look Components TOPSHOP FENDI Stella McCartney Tops Sweatshirt-Red X Sweatshirt-Blue O XO Sweatshirt-Grey Bottoms Tracking pants-Blue Tracking pants-Black Tracking pants-Grey X = Similarity more than 95% ; O = Similarity around 80-95% IN STORE CONFRIMATION: SCOPE OF RESEARCH

TREND CONSUMER PROFILE BOARD Brand Image Innovative Energetic Best in quality standard High tech design Classic and authentic Offer most functional and best performing sporting product Long list of product line “Adidas racked up 78.8 million likes on its account, @adidasoriginals” Buying Habits Gets recommendation from friends and family Recommendation from social media Get better performance product in a convenient price TREND CONSUMER PROFILE BOARD

TREND CONSUMER PROFILE BOARD Demographic Age: Strongest consumer market is with 20-29 years old Gender: Female & Male Consumers are mostly sports lover and athletes. Popular among teenagers Social class: upper Class, upper middle, lower upper Physcographic Energetic people who love up-beat music Athletes & non-athletes who are inspired by sports celebrities or really love sports. http://cdn.trendhunterstatic.com/thumbs/jeremy-scott-for-adidas-originals-springsummer-2014.jpeg TREND CONSUMER PROFILE BOARD

“Most sportswear use dark colors rather than bright colors.” “Sportswear has big impact to fashion industry, as we can see in the result that high street brand, luxury brand, and designer brand also produce sportswear in their collection, and some of the brand use ‘collaboration’ term to expand their market to sportswear”. Athleisure Trend IN STORE CONFRIMATION: SPORTSWEAR IN FASHION INDUSTRY

How big the impact of androgyny in sportswear brand and people who buy it?

NATIONALITY: ASIAN | GENDER: FEMALE Question no. 1-4 How old are you? What is your nationality ? What is your occupation What is our gender? 72 RESPONDENT | AGE: 21-30 NATIONALITY: ASIAN | GENDER: FEMALE OCCUPATION: STUDENT SCOPE OF RESEARCH: DEMOGRAPHIC

COMPREHENSION OF ANDROGYNY Question no. 5-6 Now day, most people already understand about androgyny concept. It shows from 68% people answer it ‘yes’. Do you know androgyny? Which look do you think of androgyny style? A B C ALL The following question help us to make sure if they really know how androgyny look like. This tricky question, that shows every picture actually is androgyny style, but most of them only choose first picture. COMPREHENSION OF ANDROGYNY

ANDROGYNY IN FASHION INDUSTRY Question no. 7-10 Do you think androgyny have positive/ negative impact in our society? Do you like wearing androgyny clothes? Do you think androgyny is a macro trend? How often do you wear androgyny clothes? ANDROGYNY IN FASHION INDUSTRY

“Androgyny has positive impact to society but it doesn’t mean that it can lead the trend as a macro trend because most of people still not really sure about wearing androgyny clothes in daily life.” ANDROGYNY IN FASHION INDUSTRY

CONSUMER BEHAVIOR Question no. 11-13 What is your aim to wear a clothes? Which range of price would you prefer to spend per purchase? How often do you go shopping? “ Most people prefer to wear comfortable clothes and they love shopping once a week in average spend is under £50. it shows that intention to purchasing of young people is not really high, consider of their occupation as student” CONSUMER BEHAVIOR

SPORTSWEAR IN FASHION INDUSTRY Question no. 14-17 Do you like sportswear? Which of following brand have you purchased recently? What kind of sportswear item do you usually purchase? What is your purpose of wearing a sportswear? SPORTSWEAR IN FASHION INDUSTRY

“Compare to Adidas, Nike is the most favorite brand for sportswear. ” “ Most people like to wear sportswear with their aim to do sports itself and most favorite item to purchase is shoes.” “Compare to Adidas, Nike is the most favorite brand for sportswear. ” SPORTSWEAR IN FASHION INDUSTRY

SPORTSWEAR AND ANDROGYNY Question no. 18-19 What sportswear item make you feel androgyny? Which style do you prefer? A B C “ When people wearing androgyny clothes, they tend to use more casual style combination rather than too sporty, and most of them feel more androgyny by wearing jacket ” SPORTSWEAR AND ANDROGYNY http://1.bp.blogspot.com/-F93ciCt_2L8/TrIqFI6yHeI/AAAAAAAAAfQ/PgCedDehyuE/s1600/j1.jpg

Impact of sportswear in fashion industry: fashion brand use ‘collaboration’ term to expand their market to sportswear and the existing of Athleisure Trend”. People understand about androgyny concept and think it as positive impact in society . Androgyny still can’t lead the trend as a macro trend because most of people still not really sure about wearing androgyny clothes in daily life People prefer to wear clothes for comfort reason and casual style combination People like to wear sportswear with their aim to do sports itself. Nike is the most recognize brand for sportswear. CONCLUSION

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