Presenting fabrics in digital environment: fashion designers’ perspectives on communicating tactile qualities of the fabrics

The ongoing COVID-19 pandemic has forced the fashion industry to digitalize the conventional work system. Fashion designers were required to work from home, and textile trade shows were held online. However, fabric suppliers were unable to present their fabrics in a manner that enabled their properties to be easily understood. Visual information, such as photographs, videos, and the brief explanations provided by fabric suppliers were insufficient for fashion designers to comprehend the fabric’s properties. Thus, this research aims to identify the critical information for fashion designers in their digital fabric search and to discover effective ways to present this information. The current state of online tactile information was analyzed by conducting content analysis on several online fabric retailers. Then, semi-structured one-on-one in-depth interviews with 25 fashion designers were conducted to identify the strengths and weaknesses of the existing types of visual and textual information. Results revealed the most effective ways to present fabrics online. Specific guidelines were established for photographing or writing each type of information. Finally, a conceptual framework for fabric tactile communication in digital environments was developed. This study can contribute to the improvement of a designer’s experience in online fabric markets and can be used as a fundamental guide on designer’s tactile perception of fabrics, which can support technologies, such as haptic devices and 3D clothing simulation software.