Contemporary Apparel Design Collections Utilizing Specialized Materials to Enhance Attention and Drive Sales in a Fashion Brand

This research presents ideas for a contemporary apparel design collection utilizing specialized materials to attract attention and increase sales within a fashion brand, in light of the current Egyptian economic crisis.

Egypt is known for its diverse local industries, including the ready-to-wear garment sector, which offers a wide range of products targeting different market segments. The design and production of ready-to-wear clothing hold significant importance in both the Egyptian and global markets.

However, this industry undergoes various stages and is influenced by numerous internal and external factors, whether direct or indirect, all of which impact product sales across different brands.

This study addresses some of the recent challenges faced by the country, such as the economic crisis, the floatation of the Egyptian pound, and the rise in the U.S. dollar exchange rate, all of which have negatively affected individual purchasing power and, consequently, garment sales—particularly in the children's wear sector.

Thus, it became essential to investigate the underlying reasons for the sales decline during specific seasons and to propose innovative alternatives and strategies to boost sales.

Upon analysis, the issue was found not to lie in product quality, material, or design, but rather in consumers' limited purchasing power due to the country’s broader economic conditions.

Herein lies the role of design and innovation—to generate fresh, appealing concepts that resonate with consumer needs and preferences. By introducing creative designs and modern materials that engage both children and parents in distinctive ways, supported by strategic marketing efforts, the goal is to increase sales both locally and through exports, thereby establishing a competitive advantage.

Moreover, the same economic crisis that negatively impacted local sales has, in some cases, positively influenced exports due to the depreciation of the Egyptian pound, which reduced product costs and enhanced competitiveness abroad. This highlights the designer’s role in studying international markets, understanding the needs of traders and consumers, and creating competitive, fashion-forward clothing collections tailored to global demand and trends, ultimately providing a strong competitive edge in new export markets.