Durable aesthetics : The aesthetic function of apparel

Abstract: The thesis is based on the background of the speed of fashion and mass consumption of apparel, and how fashion-based items do not fulfill the premises of apparel on a long-term basis – the premises mainly being expression of identity. The purpose of the study is to examine the notion of durable aesthetics in relation to the premises consumers have for apparel. The research intends to answer questions of what the premises of apparel are and how it relates to durable aesthetics, what these garments can look like and what implications these answers might have in development of long-term apparel. The study is based on earlier research of fashion theory and consumption culture, and eleven qualitative interviews with perspectives from both consumers and apparel companies. Based on the consumer perspective, the aesthetic function of apparel is identified as something communicative – mainly conveying personality. Garments that are aesthetically appealing over time are always of good quality and fulfills the aesthetic function the consumers have. Based on the company perspective, garments with durable aesthetics are always in line with the companies’ DNA and the consumer segment. The conclusion is that apparel with durable aesthetics is versatile – it can be basic or expressive. The criterion in both cases is that the expression must be in line with a consumers’ aesthetic function, which is established through personality and core style. Companies can achieve a wide product range with durable aesthetics if they are consequent to their company DNA.