An Application of AHP in the Selection of Fashion Trends for Specific Target Groups

By Gozde Goncu and Nigan Bayazit.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The objective of this study is to develop a comprehensive list of selection criteria to apply in a decision support system for making better decisions in fashion trends suitable for young target groups of consumers. At present, forecasting trends and consequently developing new clothing styles are very important. Every season too many trends about styles, fabrics, colors and accessories are formed, but these trends are not accepted equally by different target consumer groups. Therefore, it is important to select trends which will be attractive for the target market in order to determine the manufacturing amounts of several fabric and product styles. In this study, trends of 2006-2007 Fall-Winter seasons are evaluated to set the trends, which will be mostly accepted by Turkish youth, aged between 20-30. A survey is carried out to evaluate fabric, color and style trends according to the decision criteria, which are also scored by another survey. The scores of two surveys are evaluated using Expert Choice software that functions according to analytical hierarchy process (AHP), which is a mathematical decision-modeling tool for solving multiple criteria decision making problems by decomposition, determination and synthesis. The results of this study indicated that selection criteria structured in a hierarchical framework is important for making better decisions among fashion trends suitable for different target consumers.

Keywords: Decision Making, AHP, Fashion Trends

Design Principles and Practices: An International Journal, Volume 1, Issue 3, pp.53-64. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.095MB).

Gozde Goncu

Research Assistant, School of Textile Technologies and Design, Department of Fashion Design, Istanbul Technical University, Istanbul, Turkey

Dr. Nigan Bayazit

Professor, Industrial Design Department, Architecture Faculty, Istanbul Technical University, Turkey


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