Fast Fashion Vs Slow Fashion Quiz!
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Fashion Nova: How a Fast Fashion Brand is Using Psychology to Sell Like Crazy
Fashion Nova, The Fast Fashion Brand, Ready For The Halloween!
Using Psychology at Their Vantage Point
Fashion Nova is a fast fashion retail company, widely celebrated for their exotic and bold dresses in the US and all over the world. To sell their fast fashion products, they are always utilizing practical human psychology and using everything at their advantage, which is really something worth studying. Though Fashionnovation studies sustainable fashion and promotes such brands, it is worth investigating why fast fashion brands are so much popular in customers minds. Recently I visited Fashion Nova’s website to see their collections and what they are doing for the upcoming Halloween and how they are increasing their sales by playing with psychology!
Fashion Nova First Welcomes You With an Innovative Non-Deniable Offer!
Will you take for 10% off or Do you want to pay the full price?
As I visited their website, I was stunned to see their business strategy! Their brains must be on steroid. Can’t believe? Just look at this!
Fashion Nova’s irrefutable offer! Courtesy: Screen shot taken from their website
To receive their offer, they have only given me two options-Take their 10% off or ‘I will pay full price’! Hahaha! No escape from that! A creative offer, I must say!
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Fashion Nova: Ready For The Halloween
Yellow color letters, huge discounts and urgency
As I see their home page, they have projected their Halloween outfits prominently. The below screen shot will give you the vibe. They have titled it ‘It’s spooky SZN.’
Fashion Nova, Ready for Halloween. Courtesy: Screen shot taken from their website.
Interestingly they are giving 30-70% off for their products. Very much affordable for everyone. Their yellow letters on the red filtered photos undoubtedly give a great vibe, an attractive calling to buy their stuff.
If you see closely, they have a time ticking clock (a stop watch) to create urgency among the buyers. The buyers also enjoy the urgency and buy like hot cakes.
Fitting You Into A Tribe
Fashion Nova is interestingly selling their Halloween products as ‘squad’ categories. So, they are telling us to choose our beloved squads. A tribal feeling, I can say. In psychological terminology, this feeling gives everyone a shelter, a home which everyone wants to be a part of.
Fashion Nova Women, Halloween product range: Choose your squad! Courtesy: Screen shot taken from their website.
According to their product display, the squads can be Sporty, Cowgirls, Super heroes and Bunnies. The products are beautiful and innovative. Which one is of your kind?
Fall Collections: When You Come for Halloween, You Can Also Pack Some Fall Dresses!
Fashion Nova Fall Debut. Courtesy: Screen shot taken from their website.
For their Fall Debut collection, Fashion Nova is giving 30% off for new arrivals. Again a huge discount! If you go here for a Halloween costume, you can’t return without seeing these fall collections. So, no wonder you can also fill your cart with such beautiful products! Another psychological point triggered!
Fall Dress collections of Fashion Nova, Courtesy: Screen shot taken from their website.
Buy, Buy and Buy
Here Fashion Nova has gone a few steps further. They also have an offer of Buy now, pay later which is a tremendous offer for many. According to their offer, one can pay in 4 installments which are totally interest free which is in no doubt very convenient for many consumers and in the same time it is increasing Fashion Nova’s sales!
Fashion Nova psychological offer. Fashion Nova psychology
Though Fashionnovation preaches sustainable fashion ideas and brands, this is very interesting to study why the fast fashion brands can sell so much. Fashion Nova is no wonder a successful fast fashion brand of its kind and studying its tactics is no wonder worthwhile!
Which points of this article resonates with you? Have you found more? Let’s have a discussion in the comment section! Also don’t forget to share this article with your friends and family members.
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Architecture Fabric: The New Use of Textiles as A Building Material
What is Architecture Fabric?
Architecture fabric, in one sentence, is the fabric used in architecture by manipulating the different properties of textile fibers to make fabric suitable of manifesting architectural designs into reality.
Each textile fiber has its own set of characteristics. As a result, different fibers can be used on different grounds according to requirements and made into architecture fabric-the new use of textile as a building material, which is more suitable, durable and sustainable than concrete or other conventional materials.
High-performance fibers are synthetic fibers in which high added value textile properties like high tensile strength, high modulus, greater elongation, higher operating temperature, higher chemical resistance, higher durability etc. are found. These are mostly used as architectural fabric.
Why Architecture Fabric is Used?
Textile fibers are used in architecture for being light in weight, for higher tensile strength, higher elongation, resiliency, thermal insulation etc. By combining the need of the construction sector and the properties of textile fiber, architecture fabric or architectural fabric (a technical textile) has opened a new horizon between these two sectors.
Architecture fabrics are now used for building safety, earthquake resistance, UV protection, noise prevention, tear resistance, bacteria resistance, insulation, visual protection, water vapor impermeability, air conditioning and protection from rain, sun, wind, fire.
Textile as Architectural Membrane
Textile is considered as the 5th material which is used in architecture like timber, stone, metal and glass. The tent is the oldest version of using textile in architecture which is used for separating an environment or space from nature. The tent is the oldest version of the dwelling also. The Nomad used it as a covering of their living place. They carried tents for the convenience of moving them from one place to another.
Tent, the the oldest version of using architecture fabric, more accurately ‘architectural fabric’. Courtesy: Pexels.com
From when human started to settle down in a specific place, the use of textile to make dwellings started to be neglected. But now, textiles are also used as membranes for various architectures.
Elie Tahari Fashion Showroom is the creation of an architect named Gisela Stromeyer. To make this, she has used fabric instead of the concrete wall to enhance the space.
Elie Tahari Fashion Showroom, created by Gisela Stromeyer. To make this, she has used architecture fabric instead of the concrete wall to enhance the space. Courtesy: Architonic, Photographer: © Michael Moran
This aesthetic design also allows natural light to enter the room and reduces artificial lighting costs. This transportable membrane can be folded when it’s not needed.
DAR LUZ is also an example of the temporary installation of textile fabric in which fabrics are stretched over a wooden structure.
Tubaloon is a textile sculpture. The membrane of this sculpture is made from a special PVDF (Polyvinylidene Fluoride) fabric coated with PVC (polyvinyl chloride) which is weather-resistant and also diffuses light onto the surface.
Translucent PTFE coated glass fiber is used in the tall atrium of Burj Al Arab Hotel of Dubai which can withstand large-scale temperature variation, sandstorms and fire.
This membrane is highly UV resistant, non-combustible and also allows natural daylight with sufficient shading. It has also the property of self-cleaning after raining.
Burj Al Arab Hotel, Dubai. Courtesy: Pexels.com
Fabric Structure in Architecture
The history of using fabric structure in architecture is too old. The first initiative of developing architectural fabric structures came from the advantage of using the sail.
In the first century BCE, Roman used “Textile sunshade roof system” in theatres, circuses, amphitheaters and stadiums. And that was made by reusing the old naval sail. That step opened a new door for the use of fabric structures in architecture.
Now, the use of fabric structure is increasing for lightweight, cost-effectiveness, easy portability, easy reconfiguration, lower energy consumption, durability, environment sustainability, ventilation, less construction period and so on.
Tensioned fabric structures are divided into three groups named (a) Boundary Tensioned Membrane (b) Pneumatic or Air supported Structure (c) Cable-net. Anticlastic and Synclastic are two structural forms that are used to stabilize fabric structures in architecture.
To stabilize a membrane anticlastic structure is more effective. The synclastic structure is sometimes also referred to as an air-supported structure that is used as the roof of tennis courts, swimming pools or fields to control weather conditions.
The famous architecture fabric roof of Denver International Airport is an example of an anticlastic structure and it is made of double-layer PTFE-coated fiberglass membrane. This roof allows light to pass through the fabric and reflect 90 percent solar radiation.
The famous architecture fabric roof of Denver International Airport. Source: Wikimedia.
;Earlier, cotton was used as a material of fabric structure element.
In modern days, coated and laminated fabrics are used as fabric structures to increase strength, durability and various properties.
Polyester, nylon, aramid, fiberglass are most commonly used as structural fabric.
PVC, PTFE and Silicone are the most common coatings of structural fabrics.
People who are Working with Architectural Fabric
Gisela Stromeyer, a famous artist and architect, whose aesthetic and creative works with architectural fabrics are getting admired worldwide.
Gisela Stromeyer. Source: Architonic.com
Instead of the concrete wall, she has used architectural fabrics to increase space.
The ancestors of Gisela Stromeyer were tentmakers. Peter Stromeyer, the father of Gisela Stromeyer, worked with Frei Otto.
Frei Otto is considered the founder of the fabric tension structure industry. Frei Otto focused on lightweight structures. One of his paper publications, based on lightweight structures, inspired an architect named Hans Spettbacher to use a double layer of cotton fabric in the design of the Swiss Pavilion.
Later on, the combined work of Peter Stromeyer and Frei Otto played a vital role in the upcoming field of the tensile fabric structure. The use of tensile fabric structures got started.
Frei Otto is considered the founder of the fabric tension structure industry. One of the founding of architecture fabric. courtesy: flickr.com
Munich Olympic Stadium, Multihalle in Mannheim, The Tuwaiq Palace, The German Pavilion are some of his renowned projects in which he used fabric for lightweight structure.
Kengo Kuma is a Japanese architect who has used architectural fabrics for sustainable architecture. ‘We Hotel Toya’ and ‘House in Hokkaido’ are two of his famous creations.
Munich Olympic Stadium Courtesy: Wikimedia.org
Textile as a Construction Material
Nowadays, textiles are not only used as temporary elements but also permanent elements of architecture.
Build tech is the sector in which textiles are used in construction.
When textile materials are used with concrete, various properties such as protection against UV and electromagnetic radiation, earthquake resistance, fire retardant, antibacterial property get increased.
Textile Re-enforced Concrete (TRC) is now being used as construction material to a great extent for various advantages.
The textile fibers used for TRC are glass-fiber, jute, kevlar, nylon, polyamide etc.
TRC gives higher strength compared to its weight than steel. Its durability is also greater than steel.
TRC is more corrosion resistant. It can also be used as a protective layer of old constructions. Moreover, fiber-reinforced cement or concrete are highly used in structural application which can bear electro-mechanical deterioration. It can also prevent the effect of alkali, acid and salt.
Textile in Earthquake Resistance
Earthquake resistant technology indicates that the building or structure should be made in such a way that the horizontal movements of quakes be absorbed before they reach to the building.
Moreover, to be earthquake resistant, material has to be bent out of the shape without making any failure.
Steel and concrete have to bear large seismic force as this force is proportional to the mass of the structure. Steel and concrete which are usually used in construction cannot withstand this strong seismic force.
If lightweight textile materials are used there, the seismic force will be less also.
Newly invented PVC-ECC (Polyvinyl alcohol fiber-reinforced engineered cementitious composite) has high tensile strain capacity and ductility which can absorb energy from earthquakes & resist seismic force to save buildings.
Fiber-reinforced cement (FRC) is made of high-strength fiber set in a resin matrix.
The use of high-strength fiber & elastomeric polymer in the wall can make the wall stronger against seismic load.
Lightweight & high-strength aramid fibers are used in wall construction to prevent walls from breaking during rebound.
A jacket made from glass fiber and isophthalic polyester resin is now used to reduce the risk of seismic force.
The column is surrounded by the jacket. The jacket prevents concrete to expand due to a rise in temperature or seismic forces.
Thus jackets made from high-performance fiber-glass are used to get protection from the earthquake.
For repairing concrete bridge, carbon FRC is more desirable than steel for its lightweight. Concretes are wrapped with carbon fiber to prevent tensile crake.
Compressive strength is also higher in a wrapped one. For wrapping, steel is not a solution for the issue of environmental attack.
Carbon FRC has no environmental attack issue. So it is preferred in this sector.
Wrap of one layer increases the strain 6 times which has great importance for resisting earthquakes. But in this case, glass fibers are more preferred for having low stiffness and for not costly as carbon.
A three-storied building in Japan has been covered by carbon string. These carbon strings are made of thermoplastic carbon fiber composite. The lighter carbon string rods are seven times stronger than iron.
As a result, during earthquakes buildings don’t fall down, just sway together. This structure looks like spider webs in which rods are tied to the roof and gripped on the ground.
Nano-textile is also used in the construction industry to make concrete lighter, stronger, resistant to earthquakes. Seismic wall paper is used to increase resistance to crack and collapse.
Seismic wallpaper is made based on reinforced textile composite which incorporates several elements such as multiaxial warp knitted glass, polymer fiber and nano-particle enhance coat.
Insulation and Textile
Textiles materials or recycled textiles are considered as the best insulating material as it’s not as harmful to health as stone wool, glass wool etc.
The porous structure of non-woven textiles has made textile material as a perfect element of thermal and sound insulation.
Sheep wool is a highly insulative material. It is used in the wall which gives the indoor a cozy atmosphere. But for being expensive, wool and cotton are not used normally. Moreover, waste from textile fiber has played a vital role to use as an insulator.
Thermobond is an insulation product which is developed by Scottish Research and Design Studio. Wool and polyester is the element of this Thermobond. It has higher thermal conductivity.
A French recycling company has also made a thermal insulation product called ‘Mettise’ which is used for insulating of ceiling roofs and walls. Recycled fiber, cotton, wool, polyester are used as a binder in this product.
Mermet is a solar protection fabric that can maintain thermal insulation in a house.
Textile as Acoustic Material
Acoustic materials can absorb sound to make the environment noise-free or soundproof. The energy of sound from the environment is absorbed by the porous structure of elements used in-wall or any construction. And in this section, non-woven textile works properly for their porous structure.
For good sound absorption properties of fiberglass and non-woven fabrics, these are used for soundproofing of the wall.
To make a soundproof wall, three or more than three layers are used. The second layer made of fiberglass and non-woven fabric is used to sound absorption and this layer is cover by the first one.
The last layer is fixed with the wall and it is made of plywood or timber frame.
When sound waves strike on an acoustic layer, the particle of acoustic material start to vibrate and create heat energy. The absorbed sound energy is come out as heat energy.
The using of textile in architecture is increasing day by day. The manufacturing process of textile materials is easy and more time-saving than any other construction materials. Almost 11% of technical textiles are used in the build tech sector. As much innovation can be brought in the technical textile sector, the use of textile in architecture will be increased continuously.
Sumita Bhattacharja Joly
Bangladesh University of Textiles
44th Batch.
Reference:
- An article: The Very Fabric of Architecture: textile use in construction. By Susanne Fritz.
- https://www.bdcnetwork.com/carbon-fiber-strings-make-japanese-office-building-earthquake-resistant
- https://www.slideshare.net/wasimchavhan/acoustic-textiles-sound-absorbing-textile
- https://civilengineeringnotes.com/acoustic-material-types/
- https://www.architonic.com/en/microsite/gisela-stromeyer-design/5205374
- https://en.m.wikipedia.org/wiki/Frei_Otto
- https://www.designingbuildings.co.uk/wiki/The_history_of_fabric_structures
- https://www.designingbuildings.co.uk/wiki/Anticlastic_structures
- https://fabricarchitecturemag.com/2012/07/01/zusammenarbeit-collaboration-of-frei-otto-and-peter-stromeyer/
- https://fabricarchitecturemag.com/2008/07/01/pioneering-the-field-the-founding-father-of-the-fabric-tension-structure-industry/
- https://www.google.com/search?q=textile+in+architecture+graduation+report&client=firefox-b-d&channel=trow5&sxsrf=AOaemvL2ZGgXxkWOzpqRa1VDLDJKwq-pmA%3A1631989911006&ei=ljBGYejzPLPjz7sP9uKv0Ao&oq=&gs_lcp=Cgdnd3Mtd2l6EAEYAjIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzIHCCMQ6gIQJzoHCCMQsAMQJzoECCMQJ0oECEEYAVC0OljZRGCWY2gCcAB4BIABqAiIAfchkgEJMy0xLjYtMi4ymAEAoAEBsAEKyAEBwAEB&sclient=gws-wiz
- https://www.architectural-review.com/today/house-in-hokkaido-japan-by-kengo-kuma
- https://www.architonic.com/en/story/peter-smisek-pure-fabrication-textiles-in-architecture/20087873
- https://www.researchgate.net/publication/296350016_Textile_in_House_Building_Civil_Applications
- https://www.researchgate.net/publication/266601387_GLASS_FABRIC_COMBINATION_FOR_ACOUSTICES_OF_BUILDING_INTERIOR
- https://www.researchgate.net/publication/269548685_Textiles_in_Earth-Quake_Resistant_Constructions
- https://www.researchgate.net/publication/349764819_Sustainable_Textile_Architecture_History_and_Prospects
- https://www.slideshare.net/esnygn/technical-textiles-for-buildtech
- https://www.researchgate.net/publication/334758325_Textile_as_a_sustainable_insulating_material_for_buildings
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Interview with Chief Designer Suravi Jahanara
As Bangladesh is emerging with a booming Textile Industry, Fashion Design turns out to be a sector for the future. A lot of Fashion Designers are emerging in our country from different Textile & Fashion institutions. As an organization of fashion & Innovation, Fashionnovation is working with the prospect of this sector. Our team talked with Fashion Designer Suravi Jahanara who is currently working as a Chief Designer in a German Company named Colombus textilvertrieb GmbH. In the interview, she talked about her journey, the current scenario of fashion designers and also their earning. (This interview is a part of our ‘Interview fashion designer’ project.)
Fashionnovation: Working as a Chief Designer in a German company, can you share your professional experience as a fashion designer from the beginning?
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- After finishing my graduation (Hons.) Fashion Design & Technology, I joined in H&M as production intern. My internship was with the merchandising team. I was assigned in the denim team and my main job focus was order follow up and execution and other relative works.
- subsequently to my internship I joined in a factory called Concorde Garments Ltd as 3D technologist. This factory specialized in woven shirts worked with the buying house PVH and their iconic brands like arrow, Izod etc. I was responsible for developing 3D fit samples. Additionally, I was a support to their design team.
- In 2018 I joined again in H&M as Researcher & Developer in the ladies knit division both Jersey and Sweater. Main focus for this job was to develop material and develop the suppliers according to H&M buying preferences.
- Currently I am a chief designer in German Liaison buying house. Main job focus is to offer customers designs according to their brand images. From initial development to surface decoration and preparing Spec sheet for the final orders.
Fashionnovation: You’re currently working at Colombus Textilvertrieb GmbH, can you briefly describe the structure of ‘DPD- Design and Product Development’ of your company?
Suravi Jahanara:
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- This company’s values pretty simple and straight forward. They prefer quality over quantity. So, product quantity is not as much as other buying houses and they are also very limited people specializing for each brand or customers. The main office is located in Germany where they have another designer responsible for German region. And me; responsible for Bangladesh region. Each of us handles different product category solely.
Fashionnovation: What is the salary scale of Fashion designers in both the Textile Industry & multinational companies?
Suravi Jahanara:
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- Prior to the covid situation salary structure was different. In traditional sense, the structure really varies from company to company and it is also based on the experiences and negotiation.
- First of all; not a lot of companies in both textile industry and in multinational companies hires designers. The pool for designers is really limited. And compared to factory, multinational companies offer additional plans such as tax, medical insurance, provident fund, yearly increments etc. For factories it is the salary only.
so basically, there is no guarantee which is better, really depends on what sort deal you are settling for.
Fashionnovation: There is a conventional idea about Bangladeshi Industry that most of the design of our RMG comes from foreign countries. So, our question is that what is the current working process of DPD in Bangladesh?
Suravi Jahanara:
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- Yes, most the design comes from foreign countries. In BD, the DPD is more focused on production friendly options rather than experimenting. Even though the trend is same for all the fashion followers but for each brand they want to see different options according to brand profile. What that mean is to see different interpretation of the same concepts. But in BD it is a common notion that R&D is waste of resources. In my personal opinion this notion has stopped BD designers to think outside the box. So, they develop products based on whatever leftover of the material they have input/output creating authentic designs. Whereas other countries they do not compromises on their designs.
Fashionnovation: Currently, there is a lot of Fashion House (Such as Aarong, Yellow etc.) emerging in Bangladesh. What are the technical differences between the Industrial design department & designers of these Fashion houses?
Suravi Jahanara:
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- Since I have not personally worked in any of the local brands so my answers will not be very specific. But there is a huge difference. For the fashion houses, market researching is a blank space. As a consumer of these brands, we are not offered much different options specially in terms of materials. They are all very common fabric that we have been using for decades. It is just different cuts and prints. The working procedure is very basic. Buy the material locally available and affordable mostly from Islampur, then make something out of it. The only variation is on the surface decoration, patterns and color palettes.
You can also read Fashionnovation Your Mentor Talks’ First Episode with Ms. Ummey Hani Barsha
Fashionnovation: What is the salary scale of Designers working in the Fashion House?
Suravi Jahanara:
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- Depends on the organization policy and experiences. Brands like Aarong or Yellow offers good salary due to under big organization. But other local brands offer much less compared to textile industries and multinational companies.
Fashionnovation: There is a lot of Designers who work as Freelancer. Can you describe their work field and earnings?
Suravi Jahanara:
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- A freelancer could earn money in so many possible ways. The rate can be hourly or as a package depending on the volume of the work. If he/she only developing prints or AOP the rate would be different. If the designer is creating a seasonal collection the rate would be different. The designer could be asked to develop brand logo designs or label designs. It’s all in the negotiation. The drawback of freelancing is that the payment is never constant and sometimes the buyers are reluctant towards payment.
Interview Conducted By,
Shariful Islam Akash & Sabiha Moon Taha
Department of Textile Fashion & Design
Bangladesh University of Textiles
As you seem to be both tech savvy and fashionista, you will enjoy our premium article on Textile in space: Flying up to reach the stars! This is the second chapter of the article!
To know the biggest fashion trends of 21st century, you can visit here! Moreover, if you want to know the future of fashion industry after Covid-19, you can click here!
And if you want to read one of our premium case studies on Fast Fashion Vs Slow Fashion, you can go here!
You can also read our interesting and well researched article on: Architecture Fabric: The New Use of Textiles as A Building Material
National Institute of Fashion Technology (NIFT), Hyderabad, A Heaven for The Fashion Learners
Louis Vuitton’s Bernard Arnault becomes the richest person in the world
Bernard Arnault, the 72 years old French fashion tycoon, beat Jeff Bezos and globally turn into the richest person in the world.
The world officially get a new richest person: the chairperson and chief executive of the world’s dominating fashion brand LVMH(Louis Vuitton Moet Hennessy). For a number of years, American billionaries specially in the technology sector have dominated the ranking of world’s richest people. But in this year 2021, Arnault’s rise into high peak surpassing Amazon’s founder Jeff Bezos and Tesla owner Elon Musk, is remarkable for everyone.
| Rank | Name | Country | Net worth(August 10,2021) |
| 1 | Bernard Aurnault | France | $199.2 billion |
| 2 | Jeff Bezos | United states | $192.7billion |
| 3 | Elon Musk | United states | $183.7 billion |
Source:Forbes’ Real-Time Billionaire Tracker (Data as of 10th August,2021)
Arnault is not the new name in the ranking of world’s wealthiest people,but he has been a billionaire for well over a decade and has been on of the top five richest people since 2018.
Bernard Aurnault command an empire of 70 iconic luxury brands including Louis Vuitton, Bulgari, Givenchy, Dom Perignon, Fendi, Marc Jacobs, Sephora, Loro Piana, Nicholas Kirkwood, Thomas Pink, RM Williams, EDUN, Moynat, and Donna Karen. He owns a 96.5 percent stake in Christian Dior, which controls 41 percent of LVMH. He also expanses retail and hospitality industries.
You can also read our trending and well researched article on Fast fashion vs slow fashion!
Arnault, the French tycoon enter into fashion area by purchasing Christian Dior in 1985. He has been the leader of LVMH since 1989, after becoming the major shareholder of the company.
The surprising part is, when maximum of the company and businessman have been suffering with their earning potential during COVID-19 pandemic, LVMH is flourishing as the company has been kept up by strong sales in Asia-especially China.
In January 2021, LVMH has done a deal for Tiffany & Co for nearly $16 billion,that is perhaps the largest luxury brand achievement in history.
References:image from www.celebritynetworth.com
www.hindustantimes.comK
Khadiza Sharmin (TFD 45, ID: 2019-1-6-015)
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