GENERATION Z PERCEPTIONS OF VINTAGE STYLE IN DEVELOPMENT OF FASHION TRENDS IN INDONESIA (CASE STUDY : ALUMNI OF ESMOD JAKARTA FASHION DESIGN SCHOOL)

• Main Author: Pradana, Dhanar
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80950
• Institution: Institut Teknologi Bandung

In today's era, vintage fashion has become a significant trend in the fashion industry, attracting the interest of many individuals towards clothing and accessories that reflect elements from the past. This research aims to explore and understand individuals' perceptions of vintage fashion style and is conducted using quantitative methods, adopting the semantic differential method to measure Generation Z's perceptions of vintage-styled products. Additionally, this study also aims to identify factors influencing individuals' perceptions of vintage style, such as the influence of fashion trends and culture. The importance of a deep understanding of the complexity of perceptions regarding vintage fashion in the fashion world has the potential for significant contributions to understanding how individuals interact with fashion products from the past. However, Generation Z's perceptions of vintage fashion products are still rarely the focus of research, making this study an effort to analyze the factors influencing the interest of Generation Z, especially alumni of ESMOD fashion design schools, and their understanding of fashion trends in Indonesia through constructed perceptions. Thus, this research aims to fill existing knowledge gaps and bring a deeper understanding of the role of vintage style in the fashion industry in Indonesia and its influence on individual perceptions. The research concludes that the preferred or accepted choice of fashion style tends to be vintage fashion from the 1990s, although Gen Z considers fashion styles from the 1970s as vintage fashion. This could be due to different fashion style references, the presence of role models, social structures, and the role of social media, all of which influence their perceptions.