RESEARCH MOTIVATIONS: Kickstarting my 7003 Research

1. HOI AN CUSTOMISATION EXPERIENCE

When I was in Asia in June 2014, I visited HOI AN in Vietnam, a town renowned for it’s tailoring and garment industry.  Here I was able to participate with a local tailor, in the creation of bespoke garment which I loved, reflected me as a person, and which fitted me perfectly.  This led me to think about how dissatisfied I am with shopping at home, where my individual concerns are not taken into account.

2. BA RESEARCH – DIFFERENCE AND IDENTITY

Previous to this masters I was engaged in a BA Human Geography degree at Durham University, specialising in Cultural Studies and Critical Theory and Analysis.  The bulk of my research was situated in the realm of postmodern theory, and explored how postmodern counter discourses understanding people on the basis of their individuality rather than their bodies, could challenge social exclusion through destabilising the naturalised perspectives of groups such as women, black people and disabled people as ‘other’.

3. 7001 and 7002 MA RESEARCH – THE POSTMODERN CONSUMER

My 7001 and 7002 MA research explored the postmodern consumer; a new empowered innovative consumer market who demand to be recognised on the basis of their individuality through personalised products and brand experiences.  Catering my FMP towards the wants and needs of this consumer market was a central 7003 research motivation.

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