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The close link between fashion and from a historical and sociological point of view is the focus of this chapter. Since the Industrial Revolution, these two industries have been part of the path toward modernity in Western Europe. The new industrial society created a different relationship with leisure time and bodies. On the other hand, fashion tourism accelerated and intensified this process toward unforeseen outcomes: new social relations and the loosening of traditional morality constraints. The swimming costume represents the point of encounter and overlapping between these two spheres: a significant element of novelty despite its ever-shrinking dimensions.

Conventional sportswear design does not take into account body size changes that many individuals experience (e.g. through pregnancy, puberty, menstruation, etc.). This paper aims to detail both the construction of a novel wearable shape-adaptive composite and a new meso-scale material design method, which enables the optimal creation of these structures.

This work reports the development of a predictive computational model and a corresponding design tool, including results of a tensile testing protocol to validate their outputs. A mathematical model was developed to explore the geometric parameter space of a bi-stable composite system, which then feeds into an optimization design tool.

The authors found that it is possible to fabricate shape-adaptive composites via 3D printing bi-stable structures, and adhering them to a base textile. Experimental mechanical tensile testing showed good agreement with the predictive model in mid-range unit cell amplitude designs. To illustrate how the optimization design tool works this paper details two design examples, one for expected shape change during pregnancy and one for targeted compression for high performance swimwear. The optimized design parameters are shown to replicate the target parameters, however there is potential for further improvement with a lower stiffness base textile.

Although there is a wealth of research on multi-stable mechanisms, there is a dearth of studies that apply these structures in the wearable composite space. Additionally, there is a need for design methods which leverage the structurally-programmable capabilities of multi-stable structures to create optimized, high-performance functional composites.

The thermophysiological comfort of fabrics is prerequisite as customers covet adequate moisture, heat management-supported and UV protective clothing that measure up to their levels of activities and environmental conditions. Hitherto, scant tasks have been reported with the purpose of engineering both comfort and UV protection simultaneously. From that vantage point, the objective of this work is to develop a model for optimum UPF, air permeability, water-vapour resistance, thermal resistance, thermal absorptivity and areal density of knitted fabrics.

Weft knitted fabrics of various compositions were investigated. UPF was tested using the Labsphere UV transmittance analyser. The FX 3300 (Textest instruments) air permeability tester was used to test air permeability. Thermal comfort and water-vapour resistance were evaluated using the Alambeta and Permetest instruments, respectively. Based on image processing, the porosity was measured. Fabrics thickness and areal density were measured according to standard methods. Furthermore, parametric and non-parametric statistical test methods were applied to the data for analysis.

Linear regression was substantiated by Kolmogorov-Smirnov test. Then multiple linear regression of porosity and thickness together on UPF and comfort parameters were visually depicted by virtue of 3D linear plots. Residual analysis with quantile-quantile and probability plots, advocated the tests using the Shapiro-Wilk test. The result was validated by comparison with experimental data tested. The samples gave satisfactory relative errors and were supported by the z-test method. All tests indicated failure to reject the null hypothesis.

The predictive models were embedded into an interactive computer program. Fabric thickness and porosity are the inputs needed to run the program. It will predict the optimum UPF, areal density and thermophysiological comfort parameters. In a nutshell, knitters may use the program to determine optimum structural parameters for diverse permutations of UPF and thermophysiological comfort parameters; scilicet high UV protection together with low thermal insulation combined with low water-vapour resistance and high air permeability.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

Athletes have leveraged their social platform and reach to advocate for a variety of social causes. Most recently, given the persistent impacts of climate change on sport, the sport sector has been leveraged to engage and educate fans, sport participants, and athletes to promote climate action while consuming sport and in their everyday lives. This chapter conceptualizes the term sport eco-activism and presents a rich history of the early stages of this form of activism and its interaction with sport. Specifically, we provide historical context and examples of how athletes and activist sport organizations (e.g., Surfers Against Sewage, Protect Our Winters) have drawn attention to the impacts of climate change on sport. We also highlight how these entities encourage spectators and participants to change their behaviors and further advocate for collective climate action. In addition, we offer insights on future directions of eco-activism within sport and how such activists can best resonate with their target audiences to create positive change through sport.

There are many profound links between fashion and tourism. This chapter provides a critical reflection, mainly from a philosophical, historical, and linguistic perspective, on the dynamic relationship and parallel evolution between these two sectors. It explains how their interconnectedness form and mirror contemporary society. This chapter classifies the connections between the two, starting with the person, her body, and the relationship the latter has with fashion and tourism, and with the contemporary society at large. Four layers of such connections are exemplified. It also discusses a selfie, as a symbolic (digital) communication object and a complex phenomenon facilitated by changing technological affordances and societal functions as an excellent case of the complex relationships between fashion and tourism.

Recognizing novel entrepreneurial opportunities arising from a crisis is of paramount importance for firms. Hence, understanding the pivotal factors that facilitate firms in this endeavor holds significant value. This study delves into such factors within a representative empirical context impacted by a crisis, drawing insights from existing literature on opportunity recognition during such tumultuous periods.

The authors conducted a qualitative inspection of 14 Italian firms during the COVID-19 pandemic crisis. The authors collected a rich body of multi-source qualitative data, including 34 interviews (with senior managers and entrepreneurs) and secondary data (press releases, videos, web interviews, newspapers, reports and academic articles) in two phases (March–August 2020 and September–December 2020).

The results suggest the existence of a process model of opportunity recognition during crises based on five entrepreneurial influencing factors (entrepreneurial knowledge, entrepreneurial alertness, entrepreneurial proclivity, entrepreneurial personality and entrepreneurial purpose).

Various scholars have highlighted that, in times of crises, it is not easy and indeed very challenging for entrepreneurs to identify novel entrepreneurial opportunities. However, recent research has shown that crises can also positively impact entrepreneurs and their capacity to identify new entrepreneurial opportunities. Given these findings, not much research has analyzed the process by which entrepreneurs identify novel entrepreneurial opportunities during crises. This study shows that some entrepreneurial influencing factors are very important to identify new entrepreneurial opportunities during crises.

This article aims to analyze the way the leader acts in the development of collective competencies (CC) of fashion work teams, seeking to demonstrate ways in which the leader can collaborate for the development of the collective work.

With a qualitative approach, this paper carried out a case study strategy having the Creation Center of a fashion group from Santa Catarina, Brazil as a research object. Data collection took place through semi-structured interviews and participant observation with 36 employees from 6 work teams from 5 clothing brands.

Our findings make it clear that the leader influences the CC development of fashion work teams. The leader's role becomes essential for directing and developing his team, seeking to encourage participation and cooperation between team members to achieve the objectives and expected results. It was considered that the CC development could be associated with how much the leader represents his team and contributes with guidelines that emphasize the collective and the people and teams' development. The leader who makes the cooperative relationship feasible, encourages effort and promotes cohesion and teamwork tends to collaborate with actions that foster CC development.

From a theoretical perspective, it is the first study to analyze empirically the relationship between leadership and CC. A model with 18 guidelines was developed, divided into six determining factors (activity dynamics, team composition, individual characteristics and dispositions, team integration, communication and physical structure) that demonstrated the way the leader collaborates for the CC development. For the fashion industry, this study demonstrates elements capable of assisting collective creativity and the development of fashion collections.