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Flame-retardant finishing of cotton fabrics using DOPO functionalized alkoxy- and amido alkoxysilane
(2023)
In the present study, DOPO-based alkoxysilane (DOPO-ETES) and amido alkoxysilane (DOPO-AmdPTES) were synthesized by one-step and without by-products as halogen-free flame retardants. The flame retardants were applied on cotton fabric utilizing sol–gel method and pad-dry-cure finishing process. The flame retardancy, the thermal stability and the combustion ehaviour of treated cotton were evaluated by surface and bottom edge ignition flame test (according to EN ISO 15025), thermogravimetric analysis (TGA) and micro-scale combustion calorimeter (MCC). Unlike CO/DOPO-ETES sample, cotton treated with DOPO-AmdPTES nanosols exhibits self-extinguishing ehaviour with high char residue, an improvement of the LOI value and a significant reduction of the PHRR, HRC and THR compared to pristine cotton. Cotton finished with DOPO-AmdPTES reveals a semi-durability after ten laundering cycles keeping the flame-retardant properties unchanged. According to the results obtained from TGA-FTIR, Py-GC/MS and XPS, the major activity of flame retardant occurs in the condensed phase via catalytic induced char formation as physical barrier along with the activity in the gas phase derived mainly from the dilution effect. The early degradation of CO/DOPO-AmdPTES compared to CO/DOPO-ETES, triggered by the cleavage of the weak bond between P and C=O, as the DFT study indicated, provides the beneficial effect of this flame retardant on the fire resistance of cellulose.
Das Ziel dieses Papiers ist es zu verstehen, inwieweit Musik und Mode voneinander abhängig und miteinander interagieren, wobei der Schwerpunkt auf der Entwicklung von Musik- und Modetrends im Zeitraum von 1950 bis heute liegt. Darüber hinaus soll dem Leser ein Einblick darin ermöglicht werden, ob die zur Verfügung stehende Technologie die Entwicklung und den Zugang zu Musik und Mode in Zukunft beeinflusst. Die Recherche für dieses Papier erforderte die Verwendung von Sekundärquellen, einschließlich Bibliotheks- und Online-Recherchen. Das Ziel war es, Informationen über die frühere und aktuelle Entwicklung von Musik und Mode zu sammeln. Diese Methoden waren die besten Alternativen zu Sekundärquellen, da sie zuverlässige Ergebnisse lieferten und so die Genauigkeit der gesammelten Daten erhöhten. Sie waren jedoch auch begrenzt, da vor allem Daten für die Mode- und Musikentwicklung der Nullerjahre begrenzt waren. Dies ist durch das Hauptergebnis erklärbar, dass die Entwicklung dieser Zeit nicht so deutlich ist wie die der früheren Zeiten, in denen ein Modetrend mit einem neuen Musikgenre oder Hit einherging, was bedeutet, dass Mode und Musik in gewissem Maße korrelieren, aber durch eine Reaktivierung der Musik- und Modetrends der Vorjahre ohne neue Erfindungen gekennzeichnet ist.
Mode & Musik
(2023)
Dieses Buch wird das Verständnis der Leser für die Verbindungen zwischen der Musik- und der Modeindustrie erweitern. Es hebt die Herausforderungen hervor, denen sich die Modeindustrie derzeit in Bezug auf den Hyperwettbewerb, die Definition immer schnellerer Trends, sich ändernde Verbraucherwünsche usw. gegenübersieht. Die Modeindustrie wird in der Tat stark von der digitalen Revolution in der Musikindustrie beeinflusst, die das Gesicht des individuellen Musikkonsums und des sozialen Bezugs verändert hat und sich daher auch auf den Modekonsum und den sozialen Bezug auswirkt. Dieses Verständnis ist von entscheidender Bedeutung, um die Strategien eines Modeunternehmens auf die Anforderungen der modernen Modekonsumenten auszurichten.
The purpose of this paper is to give an overview about the links between fashion businesses and film from a fashion business perspective. It focuses on the idea that digitalization brought much more film use for the fashion industry and that this development has just begun and not ended. This change finally also has an intense impact on the fashion industry, as fashion companies nowadays are content producers with films, too. The resulting closer connection with viewers via social media exposes fashion companies, gives on the other hand new influence potential to the fashion system. An in-depth future research about the fashion and film system is therefore required to develop answers for the current situation. This article should be interpreted more as a personal viewpoint of the author to this topic rather than a research paper based on the usual methodological criteria.
The connection of fashion and film seems symbiotic at first sight and they influence each other. There exist differences, including a different understanding of clothing by costume designers and fashion businesses. This article focuses on two successful movies „The Hunger Games“ and „The Great Gatsby“ in order to explore the role of film in fashion and vice versa. The findings suggest, that there are various collections in the fashion world, based on both movies. Therefore, movies indeed have an influence on the development of seasonal fashion. However, this connection is not natural, but rather artificially created by both industries. Through nowadays organized co-operation, the lines between costume designers and fashion designers get blurred. Furthermore, today fashion doesn’t trickle down to an audience naturally, but promoted using the film and its broad reach.
This chapter discusses German television as a platform for fashion content and, in that context, streaming services as possible alternatives. Three German television channels were surveilled over the period of one month, as well as the two most popular streaming services in Germany and the online media library of one German television channel over six months, regarding length, fashion connection, transmission time and success. Additionally, for three channels fashion advertisement was analyzed. Broadcasting the most contributions with fashion connection in one month, VOX was the channel being the most fashionable. Aiming to entertain, informative contributions about fashion in television build a minority. Streaming services offer more flexibility, which the user is asking for. All three television stations show fashion brand spots during prime-time. Especially ProSieben and sixx are in close cooperation with several fashion brands. Therefore, fashion advertising seems to be preferably inserted in fashion related series.
Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry.
YouTube fashion videos
(2020)
YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated.
Instagram fashion videos
(2020)
Instagram is one of the most used social media platforms to share photos and videos. Due to this, it can be seen as a helpful opportunity for companies to use the platform as a marketing tool in order to spread information to a wide range of potential customers. Ever since its launch, Instagram is strongly connected to fashion, which makes the platform in particular interesting for fashion brands. According to the screened literature, most brands use Instagram for marketing purposes. It is furthermore a matter of fact, that the utilization of videos plays a decisive role. Following up on this, the question about how brands use videos on Instagram for marketing purposes comes up. Due to this, this chapter aims to investigate the extent to which brands make use of videos on Instagram, what the goals of the videos are and what the most effective videos in terms of user engagement are. More specifically, this chapter includes an empirical study which examines the Instagram profiles of nine selected brands of the categories lifestyle, luxury and fashion and sportswear on the underlying research question. A subsequent evaluation and discussion of the results depicts differences and similarities within the categories and between the categories. All in all, the results of the study show that fashion brands use the possibility of films as a marketing tool on Instagram. The content and types of films thereby heavily depend on the brand category.
This chapter looks at the usage of image films produced by brands and their dealing with themselves. It focuses on analyzing important film parameters, the content and the way it can influence brand image. A list of 70 fashion brands from different categories was gathered through a survey and confirmed by comparing the results with relevant literature. All 70 brands were looked at to find relevant self-referencing films. The films had to be produced by the brand themselves. Videos for advertisement or promoting collections are not regarded either. In total 22 films from 17 brands were analyzed. Results show that most brands seem to have recognized videos as a powerful marketing tool in the social media age. Many brands seem to struggle with the compliance of certain parameters such as length and the use of the brand logo. In general, the content of the videos is focused around the four topics recruitment, value, history and behind the brand. As for the intent, the videos can be classified into the three categories learning, emotion and doing something. This paper not only analyzes this special film category, but also gives recommendations to improve the videos.