Chapter 7 - Shoe design development

The way in which brands embody symbolic meaning for consumers, as well as the way it is individually received and processed, offers a critical point of brand differentiation in today’s competitive environment. One such method for communicating symbolic meaning is through brand personality. A strong recognizable brand personality is critical to establishing brand equity as personality traits offer assets that consumers value. Effective communication of brand personality in advertising allows marketers to grab consumers’ attention, create market differentiation, build consumer attachment to brands, and foster brand loyalty. This is especially relevant for the fashion industry. In order to capture consumer attention and secure subsequent adoption, fashion brands use advertising to prompt an emotional response and garner a personal connection ultimately differentiating a brand from its competitors. This chapter examines fashion brand personality from a symbolic interactionist perspective. Fashion brand meaning originates from the marketing environment mainly through the vehicle of advertising. This meaning is then subject to negotiation, as is explained within the context of the symbolic interaction theory. The chapter begins with an overview of symbolic interaction within the context of fashion consumption, followed by a discussion of how symbolic meanings have been instilled in products by marketers to create brand personalities in fashion brands. Consumers’ choice of brands based on brand personality are explored noting the importance of the evolving nature of fashion brand meaning. Propositions are offered as they apply to fashion branding and advertising.

Objective: This study aimed to find good design for summer functional farm shoes under the agricultural environment and working characteristics, which can help safe farm work and further promote the efficiency of working.BR Background: Most accidents at farms were overturn accidents caused by slipping or falling, and it was found that the main factors which caused the overturn accidents were inappropriate work shoes for the working conditions. These inappropriate work shoes often cause overturn accidents in the rural areas with steep paths.BR Method: A survey on work shoes was conducted with 174 farmers, and the outcome of this survey was used to find problems of work shoes and improvement ideas for the design of work shoes which can be used at farms.BR Results: Regarding the form of farm shoes, the ankle height was set at 6 inches to prevent the bending of the ankle and the inflow of foreign substances. The size and groove of the pattern of the outsole were extended to prevent catching of foreign substances. In the upper part, polyurethane and cordura were used in combination to secure air permeability, which was pointed out as the reason for the discomfort during the work wearing existing work shoes.BR Conclusion: Since farmers felt discomfort with the shoes which they were currently wearing, this study suggested a design of farm shoes by analyzing the important matters of the work shoes in development in order to improve such discomfort.BR Application: This study can help develop farm shoes that would practically ease farmers

As people become increasingly aware of the potential of carbon board technology to significantly improve athlete performance, especially in long-distance events, this study aims to address limitations of existing carbon board optimization research. Carbon board running shoes are added to the original running shoes. Carbon board is a carbon fiber composite material. It has the advantages of light weight, toughness, more elasticity, and good fatigue resistance. Compared with soft soles, carbon board running shoes can improve the support for the arch of the foot, making the support more uniform, which in turn can improve exercise ability and reduce the possibility of injury. In this paper, finite element analysis, biomechanics principles and multi-objective optimization strategies are used to systematically study the geometric, mechanical and performance characteristics of carbon boards. Key factors such as carbon plate shape, size, weight, elasticity and thickness are optimized to improve shock absorption, rebound performance and overall sports performance. The optimized carbon board design, with a length of 0.1672 m, a width of 0.0119 m, and a thickness of 0.0079 m, achieves a delicate balance between structural rigidity, energy conversion efficiency and the use of lightweight materials. The results of this research provide a solid foundation for the innovative design of carbon-board running shoes, improving athletic performance and shoe comfort.

Purpose– The purpose of this paper is to explore how interior spaces can be differently represented across home magazines of different background and target audiences. And investigates how visual texts can differentiate a brand, increase brand loyalty and target different market segments.Design/methodology/approach– This paper draws on material for comparative analysis from three home magazines (Wallpaper,Ideal HomeandElle Decoration). It combines quantitative methods (content analysis) and qualitative methods (fieldwork observations).Findings– This research suggests thatWallpaperis not just a magazine, but it has expanded to become a brand with a well-recognized logo. Practitioners managed to create a strong brand through the creation of a magazine with a very distinctive style among its competitors that clearly address the elite.Research limitations/implications– This paper focused on the production of magazine features and representations of interior spaces. Further research could be conducted to explore how readers belonging to different economic, social and cultural groups “receive” and comprehend the home magazine features.Practical implications– The findings of this research could be used to analyse fashion photography in editorial, fashion advertising, fashion brand websites and social media, thereby assisting in the analysis of fashion photography and the relationship between fashion items, set design, styling of space, target audiences, branding and visual communication; exploring further how fashion photography can effectively target different market segments and enhance a fashion brand and its identity.Originality/value– The area of magazine features, photography, set design and styling of space has received limited attention from scholars. The method of analysing interior spaces/set design presented in this paper can be developed further to provide in depth analysis of window and in store display design and the use of display design and visual merchandising as a way to reflect the fashion brand identity, target-specific market segments, differentiate and gain competitive advantage.

This review paper focuses on the three most important functional design factors for sport shoes: injury prevention, performance and comfort. Concepts for these design factors are discussed for running and court shoes. For running shoes, pronation control and cushioning are still considered to be the key concepts for injury prevention despite the fact that conclusive clinical and epidemiological evidence is missing to show the efficacy of these design strategies. Several design features have been proposed to be effective in controlling the amount of pronation. However, the kinematic effects of such features seem to be subject-specific and rather small especially when looking at the actual skeletal motion. Recent running shoe research suggests that cushioning may not or only marginally be related to injuries and that cushioning during the impact phase of running may be more related to aspects such as comfort, muscle tuning or fatigue. For court shoes, lateral stability, torsional flexibility, cushioning and traction control appear to be important design strategies to decrease the risk of injury. With respect to running performance, the shoe concepts of weight reduction, efficiency and energy return are discussed. The concept of energy return does not seem to be a feasible concept whereas concepts which aim to minimize energy loss appear to be more promising and successful, e.g. weight reduction, reduction of muscle energy required for stabilization. For court shoes, optimal traction seems to be the key factor for performance. Research in the area of shoe comfort is still sparse. Cushioning, fitting and climate concepts appear to improve the comfort of both running and court shoes. Many investigations in the area of sport shoe research have shown that subject-specific responses can be expected. Different groups of athletes may require different types of shoes. The definition of these grouping characteristics and their design needs seem to be the most important challenge for the sport shoe researchers and manufacturers for the near future.

Objective: The objective of this research was to investigate the loyalty of Indonesian Muslim women towards online Muslim fashion brands, specifically Dian Pelangi, Rabbani, and Zoya. It aimed to understand whether consumer loyalty had a direct impact on the consumption of Muslim fashion in Indonesia. Method: A qualitative research approach was employed, using semi-structured interviews with 30 female consumers of the mentioned brands. These consumers were categorized into three distinct groups: career women, housewives, and female college students, residing in regions with substantial Muslim clothing-wearing populations. Result: The study revealed that consumers of Dian Pelangi, Rabbani, and Zoya exhibited remarkable loyalty to these brands, lasting for over five years. Their loyalty was attributed to factors such as unique designs, comfortable materials, and affordable pricing. They also actively recommended these brands to their communities and organizations, contributing to the growth of the Muslim fashion market in Indonesia. Conclusion: In conclusion, this research demonstrates the strong consumer loyalty towards online Muslim fashion brands in Indonesia. The long-term commitment of consumers to these brands, along with their recommendations to others, has significantly influenced the popularity and growth of the Muslim fashion industry in the country.

This study examines the role of fashion innovativeness in fostering brand loyalty within the retail fashion sector, using Uniqlo as the case study. It aims to analyze how perceived quality, brand love, and customer satisfaction mediate the relationship between fashion innovativeness and brand loyalty. A quantitative approach with a causal-associative design was employed, and data were collected from 190 respondents in Bali through a structured questionnaire. The findings of this study indicate that Fashion Innovativeness has a positive and significant influence on Perceived Quality, Brand Love, Customer Satisfaction, and Brand Loyalty. Product innovation by Uniqlo, reflected in its modern design, high-quality materials, and casual yet trend-driven approach, enhances perceived quality and fosters positive emotional experiences among consumers. The results also demonstrate that Perceived Quality significantly affects Brand Loyalty, while Customer Satisfaction plays a crucial role in shaping Brand Love and customer loyalty. However, Brand Love does not fully mediate the relationship between fashion innovation and brand loyalty, suggesting that emotional attachment must be supported by consistent experiences and engaging loyalty programs to sustain long-term relationships. Mediation analysis further confirms that Perceived Quality and Customer Satisfaction serve as significant mediators linking fashion innovation to brand loyalty. Overall, this study emphasizes that consumer loyalty in the retail fashion industry is not solely driven by product innovation but also by satisfaction and perceived quality built through positive brand experiences.

In line with current trends in the development of digital technologies and the growing number of people using the Internet, changes have taken place in the fashion industry - marketplaces and online stores demonstrate confidence in taking a strong position in the market. The use of digital technologies in the promotion of fashionable clothes and shoes today allows companies to more accurately analyze consumer data, personalize marketing strategies, predict demand and interact with the audit at a deeper level. Artificial intelligence and neural networks not only automate routine tasks, but also become full-fledged participants in the creative process. Digital and augmented reality technologies allow customers to virtually try on clothes and experiment with new styles. The current trends of the fashion market are considered, modern trends in the use of digital technologies in this field are described, based on official statistics, research results from consulting agencies and the authors' own observations. The digital platforms used by fashion brands for promotion, such as Shopify, Magento, WooCommerce, and Intelligence Node, are listed, and digital technologies that help companies collect data on the target audience of the fashion market, preferences, and customer buying behavior are described. Digital technologies in the promotion of the fashion industry are specified, logical conclusions are formulated based on the data obtained on the methods of digital interaction with the audience, which will allow fashion brands to communicate with the target audience, form their loyalty and create strong ties with them. According to experts' forecasts, in 2025 The level of digital maturity will become a determining factor of competitiveness in this area, the success of brands will depend on the integration of advanced technologies into key business processes, which will help reduce transaction costs, deliver goods to customers more quickly, and promote more effective interaction between various participants in the trading process.

The chapter presents and discusses the theoretical background, original methodology, format, and results of the workshop “Interdisciplinary challenge on Emerging Materials and Technologies (EM&Ts)” with a focus on Interactive Connected and Smart (ICS) Materials for Wearable Technologies. ICS materials are defined as systems combining inactive materials, stimuli-responsive smart materials, and embedded sensing, computing, and actuating technologies. They can sense and communicate data from the body or the environment, and they can perform interactive behaviours. One of the application sectors where these are more exploited is wearable technologies. These materials can be embedded into clothing or worn on the body as electronic textiles (e-textiles), implants, or accessories. The challenge was used as a way to transfer new knowledge on innovative materials to design and engineering students and to establish a dialogue between students, researchers with extensive materials-focused expertise, and companies interested in EM&Ts. The workshop presented in this paper was held at Politecnico di Milano, Design School, from 12 to 16 July 2021. The methodology of the workshop follows a framework built by collecting, analysing, and systemically formalising innovative tools, methods, and approaches for designing and learning how to design with advanced materials. It identifies three phases: (1) Understanding the EM&Ts—where the fundamental knowledge is provided; (2) Exploring and Shaping the EM&Ts—where hands-on experimentation and tinkering is a way to stimulate ideas and understand the opportunities and limits of the materials and processes; (3) Applying the EM&Ts—the synthesis of the process when the material is embedded and embodied into a project. This framework defined the original structure and agenda of the whole workshop. Therefore, the workshop was based on a combination of hands-on experimentation, design activities, and lectures by the teaching staff of the four universities and by partnering companies (design pills). Students applied this unique design methodology developed within the project to design with four Emerging Materials and Technologies (EM&Ts). The method and tools developed by the staff supported students in understanding, exploring, and shaping, and applying EM&Ts, and finding design opportunities from their integration. Indeed, the main EM&Ts explored in the workshop are Interactive Connected and Smart Materials (ICS Materials), but all the other EM&Ts researched in the project were integrated: Nanomaterials, Experimental Wood-based Materials, and Advanced Growing Materials. In this interdisciplinary challenge, a real-life design brief was given to students with the cooperation of two partner companies: Comftech and SCILIF. The joint challenge with the title “Designing with ICS Materials: a dialogue between e-textiles and active lighting technologies” was about using the two patented technologies produced by the companies—a textile sensor detecting biosignals, and SunFibre active lighting system—as a platform to develop interactive, connected, and smart tangible interfaces for new application sectors focused on emotions and stress management, from well-being to entertainment, to safety. Twenty-three students worked together in six multi-disciplinary teams to find solutions for this challenge and to produce product concepts, prototypes, and material samples. The results are described and discussed in the chapter and include interactive garments for healthcare, improving safety at work, sharing emotions in leisure activities, and for the well-being of elderly people and kids. The discussion of the results and the whole methodology is informed by the feedback provided by students through a questionnaire and by teaching staff observation.

This paper reviews the design of smart shoes, a wearable device that measures ground contact forces (GCFs) for gait analysis. Smart shoes utilize four coils of silicone tubes adhered directly underneath the shoe insole at key points of interest. Air pressure sensors connect to each tube coil to measure pressure changes caused by compression. This paper presents static and dynamic calibration performed on each sensing coil to establish a model of internal pressure and the GCF. Based on the model, a phase lead filter is designed to account for the hysteresis effect and visco-elastic properties of the silicone tube in order to provide accurate GCF measurements. To design this filter, the air bladder is modeled using a standard linear solid (SLS) model. The prediction error minimization (PEM) algorithm is then implemented to identify the continuous-time transfer function of this SLS model, which is then transformed to discrete time domain to implement in a digital processor. Mechanical characterization and testing on a healthy subject are performed to validate the model and its capability to compensate for hysteresis in GCF measurement.

This study explores the relationship between brand perception, product quality, and customer loyalty in the Indian apparel sector, focusing on Raymond—a premium men’s fashion brand. A survey of 250 Raymond customers was conducted using non-probability convenience sampling. The results suggest that brand trust, product quality, and perceived value are key drivers of repeat purchases. Emotional connection and personalized marketing further enhance customer loyalty. Regression and descriptive analysis reveal a significant positive influence of brand perception and product quality on repurchase behavior. This study offers practical implications for brand managers and contributes to the understanding of consumer loyalty dynamics.

Competition among local fashion brands in Indonesia is intensifying as consumer interest in local products and the widespread use of Key Opinion Leaders (KOLs) in digital marketing campaigns increases. This study aims to analyze the influence of familiarity, trustworthiness, and expertise on KOL effectiveness, as well as the influence of KOL effectiveness on brand image and purchase intention, with brand image as a mediating variable in the context of local Indonesian fashion brands in the Greater Jakarta area. The study used a quantitative approach with an online survey method to 155 respondents aged 17–40 years who had purchased fashion products from local brands in the past three months and had seen KOL recommendation content on social media. Data analysis was conducted using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results showed that trustworthiness, familiarity, and expertise had a significant positive effect on KOL effectiveness. KOL effectiveness had a significant positive effect on brand image and purchase intention, while brand image had a significant positive effect on purchase intention. Brand image was proven to mediate the influence of KOL effectiveness on local fashion consumers' purchase intention. These findings underscore the importance of selecting credible, familiar, and competent KOLs in building a strong brand image and driving purchase intention in the Indonesian local fashion industry.

The competing heritage fashion brands operating in developing urban environments are characterized by a high degree of competitive rivalry, unstable economic environments, and shifting demands in the marketplace. Although these fashion brands possess a strong brand position in their respective cultures, there is a scarcity of empirical evidence related to the role of internal organizational processes in influencing brand performance. The study examines how the mediating role of employee brand engagement affects brand performance in relation to strategic human resource management practices, market orientation, and leadership support for brand performance. The quantitative approach was adopted in conducting this study, which collected data from a sample of 390 employees of a prominent heritage fashion brand operating in Karachi, a developing urban area in Pakistan. Employing Partial Least Squares Structural Equation Modeling techniques using Smart PLS 4.0 software analysis tools, it was found in this study that a highly positive mediating role of employee brand engagement affects brand performance in relation to market orientation and strategic human resource management practices. The results of this study also confirmed leadership support as a significant brand performance mediation moderation variable in relation to employee brand engagement mediation of brand performance. The results also confirmed that leadership support did not influence brand performance as a direct antecedent in relation to brand performance mediation by employee brand engagement in heritage fashion brands operating in a developing urban area like Karachi in Pakistan. The results of this study also confirmed that a vital role is played by employee brand engagement as a brand performance builder in heritage fashion brands operating in a developing urban area like Karachi in Pakistan. The results of this study also confirmed a recommendation related to strategic management practices in heritage fashion brands operating in a developing urban area like Karachi in Pakistan in relation to building brand performance by influencing human resource management practices and market orientation in a manner consistent with supportive actions of leadership in heritage fashion brands operating in a developing urban area like Karachi in Pakistan.

본 연구의 목적은 이탈리아 패션 브랜드의 스토리텔링을 이용한 브랜드 아이덴티티의 구축 사례를 분석하여 이탈리아 패션 브랜드의 경쟁력을 조사하는 데에 있다. 이 연구는 이탈리아 패션 브랜드의 정체성을 구축하기 위해 사용된 스토리텔링 구조를 이해하기 위해 이탈리아 패션 브랜드 "Dolce & Gabbana"의 광고, 제품 디자인, 매장 인테리어 등 브랜드이미지 구축을 위한 컨텐츠를 살펴보았다. 연구의 결과 첫째, 패션기업의 브랜드 전략에서 브랜드 아이덴티티의 구축을 위해 소비자들이 그 브랜드에 몰입할 수 있도록 목표 소비자의 삶에 내재된 인생경험과 감정에 몰입되어 브랜드로 전이될 수 있는 타당한 스토리텔링이 중요한 요소라고 할 수 있다. 둘째, 스토리텔링은 사실에 기반 한 역사적인 스토리의 구성, 소비자가 동경하는 이상에 가까운 내용을 꿈과 함께 제공하는 희망과 꿈을 동시에 제시하는 형태의 이상적 스토리 구성, 그리고 현실적 사실에 근거한 체험형 스토리 구성으로 구분되어 질 수 있다. 셋째, 돌체 앤 가바나의 브랜드전략에서 스토리텔링 적용방법은 신화적 원형을 채용하여 역사적 사실에 근거한 소비자의 공감을 이끌어 낼수 있는 다양한 생활 문화의 융합을 통해 구축하는 방식을 사용하고 있다. 본 연구의 시사점은 차별화된 브랜드 이미지를 구축하고 있는 패션브랜드의 사례를 통해 브랜드 마케팅의 스토리텔링 효과에 대해 알아보았다는 것이다. 또한 다른 분야의 브랜드 이미지가 확고한 브랜드를 대상으로 연구를 확대해 비교하는 후속연구의 필요성이 있다고 생각된다. The purpose of this study is to examine the competitiveness of Italian fashion brand identity by the Brand-storytelling The study analyzed at the Italian fashion brand"s advertising, product design, store interior and content to understand the storytelling structure used to build the identity of the Italian fashion brand, "Dolce & Gabbana." The results of the study show that, first of all, reasonable storytelling can be an important factor in a fashion company"s brand strategy, where consumers can immerse themselves in the life experiences and emotions inherent in the life of the target consumer so that they can immerse themselves in that brand identity. Second, storytelling can be divided into fact-based historical narrative compositions, idealized story configurations that present both hopes and dreams that provide near-ideal content that consumers admire with their dreams, and empirical story configurations based on realistic facts. Third, Dolce & Gabbana "s brand strategy adopts a method of applying storytelling through the fusion of diverse lifestyles that can bring out the empathy of consumers based on historical facts. The implication of this study is that we examined the effect of storytelling on brand marketing through the case of fashion brand building differentiated brand image. In addition, it is thought that there is a need for further study to expand and compare research on brands with strong brand image in other fields.

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, customer benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. They also commented that strong branding should come first before other marketing strategies. However, success factors recognized by experts and customers in this study showed different results by subcategories. Thus, target customers and target market should be studied from various dimensions to develop appropriate strategies for successful collaboration.