Įvaizdžio kūrimas pagal etiškos mados vertybes

Guzovičiūtė, Roberta

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Įvaizdžio kūrimas pagal etiškos mados vertybes

Guzovičiūtė, Roberta

URI: http://dspace.kaunokolegija.lt//handle/123456789/1226

Data: 2018-06-20

Santrauka:

Darbe apžvelgiamos etiškumo ir etiškos mados sąvokos. Išsiaiškinta, kad etiškai madai atpažinti reikalingas gamybos procesų skaidrumas. Taip pat remiantis literatūros šaltiniais išsiaiškinti etiškos mados kriterijai. Kriterijai liečia gamybos procesus, poveikį aplinkai, žmonių ir gyvūnų teises ir socialines problemas. Tyrime kriterijai naudojami lyginant prekinius ženklus. Atliktas užsakovo stebėjimo tyrimas. Sukurtos dvi fotosesijos, kurios panaudotos kataloge kartu su gamybos proceso nuotraukomis. Atliekant fotosesijas buvo laikytasi etiškos mados kriterijų.

Description:

Final thesis topic: Image Branding According to the Ethical Fashion Values. The concept of ethical fashion, its features of expression and relevant components are analyzed, examined and identified in the literature review. Nowadays, the ethical fashion is becoming an increasingly vocal concept. Ethical fashion deals with environmental protection, human and animal rights as well as social problems within the fashion industry. Research problem: as the brands lack the publicity of their manufacturing process, it is hard to find out how the clothes and goods are made. Therefore, achieving an ethical fashion image can be a difficult task in today‟s society. Because of the philosophical idea behind the concept, it is not completely clear which indicators measure whether the product is ethical. Thus, the need to analyze the concept of ethics appears. The purpose of the thesis is to determine the components of ethical fashion, and, considering the ethical fashion values, to create an image. The targets of the thesis are examination of ethical fashion values and expression of an image. The chosen method of the thesis is comparative analysis that, according to the ethical fashion criteria found in the literature review, examines and compares brands. Thereby, we can clarify which criteria are relevant these days and which fashion industry problems are being solved. In this part of the research, it is identified, that all the brands are solving at least one social problem. The most relevant criteria are production recycling, slight impact on the environment, employee/human rights, not using child labor and the originality/copyrights of the design. However, we can see lack of transparency in manufacturing process. By expanding the research, the customer activity and operation principles are analyzed. It is noticeable, that the customer satisfies the criteria of the transparency in manufacturing process, recycling, slight impact on the environment, animal rights, employee/human rights, not using child labor and originality of the design. The customer is introduced with the recommendations, which show how the manufacturing process could be improved. In the creative part, two photoshoots are made, which illustrate the concept of the customer„s collection. Also, the concept is being created according to the 2019-2020 trend called Greener. The photoshoots are carried out based on the research and follow the ethical fashion values. A catalogue, which provides us with the information on manufacturing process and the photoshoot of the collection, is created.

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