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Meriinovillase vabaajarõiva tootearendus Unakounted OÜ näitel

Pukk, Jane-Mai (2019) Meriinovillase vabaajarõiva tootearendus Unakounted OÜ näitel. [thesis] [en] Product Development of Merino-Woollen Athleisure for Unakounted OÜ.

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Abstract

Antud lõputöö eesmärgiks oli arendada meriinovillasest materjalist unisex vabaajarõivas ettevõttele Unakounted OÜ. Lõputöös antakse ettevõtte missioonist lähtuvalt ülevaade aeglase moe liikumisest, meriinovillase materjali jätkusuutlikusest ja sobilikkusest kavandatatud tootele, kliendikesksest tootearenduest ja selle jaoks sobilikest uurimismeetoditest. Viidi läbi kvalitatiivne kasutajauuring sihtrühma esindajatega, hinnati uue toote konkurentsivõimet ja esitati ettepanek ettevõttele sortimendi lainedamiseks kliendikeskse tootearenduse tulemusena meriinovillase vabaajarõiva näol. Lõputöö teoreetilises osas on erinevatele teoreetilistele allikatele toetudes kirjeldatud tarbijate ümberkujunenud väärtushinnanguid ja sellega kaasnevat aeglase moe liikumist, jätkusuutlike materjale moetööstuses ja meriinovilla omadusi, kasutajakeskset tootearendust ja selleks sobilikke uurimismeetodeid. Lõputöö empiirilises osas analüüsiti sihtrühma esindajatega läbi viidud kasutajauuringu tulemusi ja koostati struktureeritud intevjuudest kogutud informatsioonile baseeruvad persoonad, et vältida stereotüüpide kasutamist tootearenduses. Struktureeritud intervjuud viidi läbi vahemikus 09.04.2019-23.04.2019 personaalselt. Intervjuudes osales 10 inimest, kelle hulka kuulusid professionaalsed sportlased ja tervisliku elustiili harrastajad. Struktureeritud intervjuude tulemustest selgus, et... Määratleti uue toote parameetrid ja hinnati uue toote konkurentsivõimelisust. Tootel on konkurentidega võrreldes mitmeid unikaalseid eeliseid ning seetõttu saab toote hinnata konkurentsivõimeliseks. Antakse ülevaade uue toote parameetritele valitud väärtustest. Parameetritele valitud väärtuste põhjal tehakse ettevõttele ettepanek laiendada oma toodete sortimenti ettevõtte missioonist ja aeglase moe põhimõtetest lähtuva ja kasutajakeskse tootearendusprotsessi tulemusena valminud ... meriinovillase vabaajarõivaga. Kirjeldatakse uue toote omadusi ja esitatakse toote spetsifikatsioon. Autor leiab, et valminud toote kontseptsiooni tasub ellu viia, sest see katab kasutusuuringust selgunud tarbijate vajadusi ning on konkurentsivõimeline.

Abstract [en]

The title of this thesis is Product Development of Merino-Woollen Athleisure for Unakounted OÜ. The company’s current mission is to expand the existing product range and to launch ..... for which ... In recent years the clothing industry has undergone many changes. Growing economic globalisation, new technological advancements and increasing amount of educated consumerms is forcing companies to rethink their product development strategies. The slow fashion movement has been given a loud voice. It is unlikely to find clothing, that are fitting for a wide range of activities and wather conditions. However there are certain qualities that raise the value of the item in comparison to competitors – ... The purpose of this thesis is to engineer merino-woollen athleisure for Unakounted OÜ using usercentered product development methods. To achieve this goal the following tasks were completed: • describe the shift in customer values and the increasingly popular slow fashion movement; • evaluate the use of merino wool in athleisure; • give overview of sustainable also known as customer centered product development; • identifying suitable research and sampling methods; • identifying the customer’s needs and wants in regards to athleisure through the use of qualitative research methods; • assessing the new product in terms of competitiveness; • weighing of priorities and defining new product values; • defining the new product concept and assembling the specifications. 42 In the theoretical part of this thesis the author describes the shifting of customer values in terms of sustainability, the slow fashion movement, sustainable materials and the qualities of merino wool, user-centered product development methods, suitable research and sampling methods. The empirical part of thesis analysis the information gathered from user research which was conducted using a qualitative research methods – structured interviews. The structured interviews were conducted between 09.04.2019 and 23.04.2019. 10 users with an active lifestyle participated. Among them were also professional athletes. The detailed information gathered from the interviews was used to create personas to avoid using stereotypes as an input for product development. The competitiveness of the new product as assessed and the new product was deemed as competitive. New product’s properties were defined based on the company’s values, customer’s needs, description of user personas and comparison of competitors’ products. The author proposes the company could expand their product range with a merino-woollen athleisure product that ... The product has ....

Item Type: thesis
Advisor: Evelin Vaab
Subjects: Clothing and Textiles > Product Development
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Jane-Mai Pukk
Date Deposited: 06 Jun 2019 08:56
Last Modified: 06 Jun 2019 08:56
URI: http://eprints.tktk.ee/id/eprint/4559

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