U.S. Consumer Response to Original Styles Featuring Traditional Burmese Textiles
The focus of this study was to: (1) create five contemporary fashion designs reflecting visual art styles (Dondis, 1973) and incorporating colorful traditional Burmese plain fabrics and "Acheik" fabrics as well as Burmese traditional costume and artifacts as inspirations; (2) analyze the consumers' responses to FEA attributes across five different garment styles; and (3) measure the aesthetic appeal of Burmese traditional fabric within fashion designs. Since Burmese textiles were being promoted, Burmese cultural apparel and artifact styles were used as inspiration in creating the range of visual styles articulated by Dondis (1973). The conceptual framework for creating the survey design and analysis was the Functional, Expressive and Aesthetic (FEA) Consumer Needs Model (Lamb & Kallal, 1992). The survey deployed through an Amazon Mechanical Turk online survey was used to a 200 women sample. The purposive sample was 19-40 years of age, mostly white, college educated and from 40 U.S. states.