I97-A13

Title: Developing an Incubator Model for a Virtual Design Management and

Marketing Center

Investigators: Carol Warfield, Mary Barry, June Henton

Reporting Period: May 1, 1997-April 30, 1998

Goal:

The goal of this one year “seed money” project was to identify infrastructure and research needs
of apparel and textile designers. Special attention was given to designers’ needs for the
information and knowledge base generated by NTC Intelligent Systems research projects.

Abstract:

This seed money project focused on the interaction between designers, consumers, retailers,
textile and apparel producers, and NTC researchers. A variety of formats were used to gather
information about designers’ needs for the type of information being generated by NTC
Intelligent Systems research projects. Outcomes to date include (1) development of a new
graduate level course on “Teaching Creativity: Adding Value for Business and Industry,” (2) a
new NTC collaboration focusing on design and fit of apparel, and (3) increased interaction with
industry personnel and NTC researchers regarding design-related issues.

Approach:

A Think Tank sponsored by this seed money project in August 1997 brought Auburn NTC
researchers together with industry leaders to discuss opportunities for mutually beneficial
interaction. Industry participants included Gerald Andrews, retired CEO of Johnston Industries
and former executive with West Point Stevens; Joyce LaValle, President and CEO of Prince
Street Technologies (commercial carpet company within Interface, Inc); Stephen Gray, Professor
of Communications and Computer Graphics, Nottingham-Trent University (U.K.); Roz Davies,
U.K. designer; Peter Tredwin, V.P. Sales and World Marketing, Gerber Garment Technologies;
Joe Cunning, NTC Director; Mike Mann, Russell Corporation.

The following are outcomes of this brainstorming symposium:

Χ Gerald Andrews has developed and taught a course on “Teaching

Creativity in the Business Environment.” Preference for enrollment in this course
was given to juniors, seniors, and graduate students in the Departments of
Consumer Affairs and Textile Engineering. This course has been taught twice in
the past year, and offers the option of Distance Delivery.

2
Χ Stephen Gray has joined as a co-investigator in a new NTC research
project headed by Dr. Lenda Jo Anderson, I98-A08–Understanding Fitting
Preferences of Female Consumers: Development of an Expert System to Enhance
Accurate Sizing Selection. Technology developed by both [TC]2 and
Nottingham-Trent University will be utilized in this NTC project. Issues of
garment design, fit, consumer preferences, and technology are integral to this
research.

The presentation “Setting the Pace for Global Retailing” delivered at the Textile Institute World
Conference in Thessaloniki, Greece in May 1997 focused on the importance of design and
branding as a means to stimulate and satisfy consumer demand, thereby addressing industry
competitiveness. Based upon the response to this presentation, the researchers were invited to
share their research with leaders in the world denim industry at a conference “The Future for
Denim” sponsored by the International Finance Corporation and Gherzi Textil Organization,
December 9-10, 1997.

Researchers met with designers and marketers of Vanity Fair Intimates to discuss design and
product development issues and opportunities for NTC researchers to partner with Vanity Fair to
develop new research agendas. Discussions are currently underway, building upon the research
from several NTC projects.

Designers and design-related professionals have been invited to campus to share concerns and
insights into the research and infrastructure needs of the design community. Researchers from
the NTC projects listed below have met with these design professionals, sharing research goals
and exploring opportunities for collaboration. The researchers will continue to work with
design-related professionals and the investigators of design-related NTC research projects to
explore the development of a proof-of-concept Virtual Design Management and Marketing
Incubator.

NTC Projects Shared with Design Professionals:

Χ F95s-24–Transport Phenomena in Comfortable Passive and Active Barrier
Systems
Χ I95a-19–Discovering the Process of Mass Customization: A Paradigm
Shift for Competitive Manufacturing
Χ I95a-20--Artificial Life Simulation of the Textile/Apparel Marketplace:
An Innovative Approach to Strategizing about Evolving Markets
Χ I95a-23--Enhancing Demand Responsive Marketing in the U.S. Textile
and Apparel Industry: Modeling Cross-National Product Acceptance in
International Markets
Χ I97a-11–Consumer Preferences for Apparel and Textile Products as a
Function of Lifestyle Imagery
Χ I92a-5--Computer Integrated Prototype to Enhance Demand Activated
Manufacturing for the Domestic Apparel Industry
Χ I92a-6--Computer Integrated Forecasting for Demand-Activated Product
Development, Manufacturing and Merchandising
 3

Χ I98-A06–Building Global Textile and Apparel Brand Image Strategies: A

Cross-National Model
Χ I99-A09–Agent Based Simulation of the Consumer’s Apparel Purchase
Decision
Χ I99-A19–Developing Subjective-Based Objective Parameters of Fabric
Comfort for Predicting Textile/Human/Environment Interaction Under Various
Physical Activities
Χ I98-A07–Interactive Cohort Analysis: An Online Panel of “Baby Boom”
Consumers Anticipating Their Retirement Years”

Presentations and Publications:

Χ Henton, J., Barry, M., & Warfield, C. (1997, July). Setting the pace for
global retailing, Textile Outlook International, Textile Intelligence Limited, 109-
127.

Χ Henton, J., Barry, M., & Warfield, C. (1997, May). Global retailing:
Evolution or revolution, Textile Institute World Conference, Book of Papers, v. 1,
29-44.

Χ Henton, J., Barry, M., & Warfield, C. (1997, December 10). Global
retailing: Evolution or revolution. Invited presentation for “The Future for
Denim”, a conference sponsored by the International Finance Corporation and
Gherzi Textil Organization, Washington, DC.

Χ Henton, J., Barry, M., & Warfield, C. (1997, May 24). Global retailing:
Evolution or revolution. Plenary session presentation for Textile Institute World
Conference, Thessaloniki, Greece.

Industry and Academic Contacts:

Steven Lubinski, Mary McFadden Collections and Design Management Organization; Fiona
Fairhurst, Speedo International, Ltd; Roz Davies, Davies Design, London; Stephen Gray,
Nottingham-Trent University; Peter Tredwin, Gerber Garment Technology; Joyce LaValle,
Prince Street Technologies, Ltd.; Mike Mann, Russell Corporation; Gerald Andrews, Johnston
Industries; Ann Priest, London School of Fashion; Anastasia Vouyouka, Eitam AB, Greece; Eva
Yueh, China Textile Institute; Lynn Oxborrow, Nottingham-Trent University; Nancy Bryant,
Oregon State University; Nicole Seitz, Premier Sports Group, Inc.; Michelle Mooring, Polo
Jeans; Vicki Armstrong, Regent International; Audra Kirkland, Coloplast; Katherine Egge, Cross
Creek Apparel; Maria Valencia, Medila; Emine Ercan, Marmara University, Turkey; Richard
Martin, Metropolitan Museum of Art; Mel Harner, Vanity Fair Intimates; Kristi Weldon, Vanity
Fair Intimates; JT Taunton, Russell Corporation; Juan Ruiz, Russell Corporation; Mike Clanton,
Russell Corporation.