Longevity in Design

Longevity is simply the timespan that a garment remains relevant and useful.

Designing for longevity physically is not too complicated, making clothes more durable and last longer is the simplest part of the problem, the main issue of longevity is the psychological perception of throwaway culture.

https://static1.squarespace.com/static/582d0d16440243165eb756db/t/5d8cb4756412ab652b48c182/1569502364051/RedressDesignAward_LearnGuide_Longevity_EN.pdf

"Buy less. Choose well. Make it last. Quality, not quantity" Vivienne Westwood.

The question remains how do you make clothes last?

1. Durability and Quality.

2. Size and Fit.

3. Consumer Use.

4. Style

5. Creating emotional links through storytelling.

6. Building costumer loyalty and commitment.

7. Personalisation.

Looking into each of these area allows an understanding of the complexity of designing for longevity, and understanding exactly what a garment needs to increase its lifespan. Durability is obvious but understanding the current changes in society with a heavier importance on androgyny, the importance of both professional and casual dress as a combination allowing garments to suit both lifestyles and many other aspects.

​"When you design for longevity, it’s important to understand how people use the clothes that you create. While you can interview people about their clothing care and maintenance practices, I would also advocate observing people in action. If you watch someone interacting with their garment, for example, during laundering you will see how and where practices need to be improved to help extend the garment’s life. This observation provides useful data to you as a designer and is also an educational experience for the consumer." Alison Gwilt Associate Professor in Design at the University of New South Wales Sydney

Understanding your customer is the most important step in design, knowing what they need within their wardrobe will put designers apart from retailers allowing a more personalised approach, creating a brand with strong identity and value has become more pertinent in the industry. Building brand loyalty is key within the market, so understanding your customer is a key part in that, accepting change in technology, lifestyle as well as many other factors. In support of this personalisation has become more important to customers, especially amongst higher paying customers, the process of personalisation has potential to increase the longevity of a product by simply creating a story behind the garment and having a personal connection to the garment too.

Understanding circular flows will become really important within the fashion industry, through research I have found a company looking to educate people on cyclical business. Looking in to it has developed my thinking further - link to a worksheet has been placed below.

models.https://www.circulardesignguide.com/mindset

https://emf.thirdlight.com/link/l1lpr2l0gled-s27447/@/preview/1?o