GROUNDED DESIGN THEORY OF BRITISH FASHION DESIGNERS

The first author is currently registered as a doctoral research student at The Hong Kong Polytechnic University. This paper is derived from the findings of a full-time doctoral research programme relating to the design theory of international fashion designers. The researcher stayed in London for three weeks for the purpose of data collection. The method of data collection included in-depth interviews, observations and questionnaire survey. The purpose of this paper is to formulate the underlying design theory of British fashion designers by using the qualitative research method of grounded theory developed by Glaser and Strauss (1967) and Glaser (1978). Different factors influencing fashion designers when creating new fashion are examined. A framework of factors influencing fashion designers is developed. Constructs for a grounded theory of fashion designers are synthesised from in-depth interviews, observations and questionnaire surveys of 25 fashion designers, students and educators in London. The design theory of the British fashion designers is portrayed through the major constructs subsequently identified, namely, ‘psychological satisfaction’ and ‘aesthetic presence’.