Stimulating Consumers’ Emotional Durability in Clothing with Multi-Module Design: A Paradigm Shift in Consumption


The fashion industry grapples with severe environmental challenges, primarily due to its prevalent rapid consumption model resulting in vast waste. Rooted in Donald Norman's emotional design theory, this research advocates for a profound emotional connection between consumers and their garments, transcending mere aesthetics and functionality. The prevailing consumerist mindset, fueled by capitalism's "more is better" philosophy, perpetuates a cycle of desire, acquisition, and ephemeral contentment. This system, built on transient satisfaction, appears misaligned with the contemporary fast-paced world, highlighting the imperative for a more enduring emotional bond with our belongings.

Central to this investigation is the innovative concept of multi-module clothing design. Envisioning garments as channels for deep emotional engagements, akin to relationships characterized by love and empathy, we foresee a transformative shift in consumption behaviors. In this context, clothing evolves beyond being mere commodities, becoming treasured extensions of one's persona.

Employing Norman's tripartite design framework—visceral, behavioral, and reflective—this study delves into the nuanced dynamics of the consumer-clothing nexus. Our methodology encompasses a comprehensive review of extant literature and case studies, supplemented by an examination of contemporary multi-module design practices in fashion. Preliminary findings suggest a positive correlation between multi-module design and enhanced emotional durability, indicating its potential in fostering sustainable consumption patterns. The research ultimately seeks to uncover strategies that nurture a harmonious bond between individuals and their attire, heralding a future where garments are esteemed not solely for their aesthetic allure but their profound emotional resonance.

Author Information
Wenxin Li, University of Wales Trinity Saint David, United Kingdom

Paper Information
Conference: IICAH2024
Stream: Aesthetics

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Posted by James Alexander Gordon