DESIGN PROJECT FOR FASHION ACCESSORIES
To design collection of watches inspired by Art Deco
Target MarketGeographicAsia and Europe
Psychographics - Status seekers, Values time, urban
BehavioursConsistent updated and web users
•Art Deco is an eclectic artistic and design
style that began in Paris in the 1920s and
flourished internationally throughout the
1930s and into the World War II era.
•The term art deco was employed in 1968
•Collaboration between artists of avant
grade and designers.
•The style influenced all areas of design,
including architecture and interior
design, industrial design, fashion and jewelry,
as well as the visual arts such as
painting, graphic arts and film.
Art Deco era color palettes feature primarily cool
colors. The overall tone of most of these color
palettes is cooler, more metallic than the warm
palettes of previous decades.
SOURCES AND INFLUENCES
The structure of
art deco is based
etric shapes. Art
stylized motifs and
traditions, folk and
and was strongly
influenced by art
of avant grade.
Details of ancient dress fabric.
Source- Art, Goût, Beauté: Feuillets
d`Élégance Feminine", English
edition; published by Éditions
d'Art, printed by Imprimerie Spéciale
des Succrs. d'Albert Godde, Bedin et
Cie.; Paris, France, 1921–33.
Hand beaded Lurex jacket
with Egyption motifs
Source- Paris, France, 1922-25.
Museum no. T.91-1999
Art-deco design influences were
expressed in the crystalline and
faceted forms of
decorative Cubism and Futurism.
Other popular themes of art
• jumbled shapes
DESIGNERS OF ART DECO
The first fashion designer to embrace the ethos of Art Deco.
The sources of his inspiration were innumerable, ranging
from western historical styles to folk traditions and from
avant grade art to ancient cultures.
Cassandre was one of the great poster designer of the
helped romanticize the
appeal of the motor
car, locomotive and ocean
Often reduced subjects to
shapes. Believed in total
integration of word and image.
1930’s French Mahogany
Art deco enameled
Art deco bag
The art deco
spire of the
inspired by Art
A watch is a timepiece, typically worn either on the
wrist or attached on a chain and carried in a pocket.
Watches evolved in the 17th century from spring
powered clocks, which appeared in the 15th century.
Wristlets, as they
were called, were
considered more of
a passing fad than
In the nineteenth century, when soldiers discovered their
usefulness during wartime situations. Pocket watches
were clumsy to carry and thus difficult to operate while in
combat. Therefore, soldiers fitted them into primitive
“cupped” leather straps so they could be worn on the
Lowly wristwatch, first adopted by military officers
in the 1880s to replace awkward pocket watches.
In 1906, the evolution
of wristlets took an
even bigger step with
the invention of the
bracelet, as well as the
introduction of wire
After the Great
War, many soldiers
returned home with
watches so commen
men accepted and
started wearing it.
In the 1920s, better sealed cases were
developed, including ones that were considered
as water and dust proof.
balance mechanisms were developed.
1920’s watch with sealed case
INFLUENCE OF ART DECO ON
IN THE 1920S watches were
swept away by the
geometrics that were also
explored by Coco Chanel,
the Chrysler building, Tamara
MECHANISM OF WATCH
Fold over clasp
Double locking clasp
Fold over clasp with push
Consumers driven by knowledge and principles are
motivated primarily by ideals. These consumers
include groups called Thinkers and Believers.
• Decent yet Eye catchy products they buy.
Survey has been conducted to gather
the primary data.
Sample size- 52
26 men and 26 female
Synthesis of primary data
Q1. You prefer watch as?
In this question it is observed that the product watch is looked after
as a necessity over an accessory and fashion statement. Although
there is not much difference between the percentages still watch is
seen as a necessity in case of both males and females.
Q2. Price range of watch you want to buy?
10,000 – 25,000 –
Through the survey it is seen that 44% men and 19% women from
corporate sector purchase watches between the price ranges of 10,00025,000 and 33% men and 65% women prefer to purchase watches of
range below Rs 10,000. Very few want to purchase above Rs 25,000 and
in case of 5% men and 11% women price of watch doesn’t matter.
Q3. Do you know about Art deco?
It is observed that 68% corporate women and 35% men knew about art
deco while 65% men from corporate sector are not aware of it. People
who have some knowledge regarding art deco are interested to purchase
a watch inspired by art deco style, on an average 50% people would like
to try art deco style.
Q5. Do you prefer a cell phone over your watch
for referring time?
More than 60% people do prefer watch while 40% men and 34% women
prefer cell phones over watch. This shows that the demand for the watch
is prevailing more in the market.
Q6. What features do you consider while
purchasing a watch? (Answers can be more than
While purchasing a watch people go for design over all other features
while next is for quality, thereby ignoring price which is just at 9% for men
while 16 % for female. Warranty is at its minimum and brand image is a
bit higher as compared to it. All this depicts that design and quality are
the most important features for corporate clients
Q7. Which brand of watch you are currently
Most of the corporate men wear Titan watches followed by Tag
Heur, Rado while female corporates have Titan, Sonata and Rolex
Q8. What motivated you to make your purchase?
This shows that the buying decision of a watch is not much affected
by the promotional strategies of the company. In fact major 0f the
population rely on their own when they think of making a purchase
for a watch.
Q9. Which kind of watch movement you prefer?
Quartz watch is preferred by both men and women over chronograph and
automatic watch. Females with 59% percent buy quartz watch while there
is not much difference between the preference for chronograph and
automatic watch in case of men.
Q10. Display you prefer in watch?
It is observed that around 59% corporate prefer analog display in their
watch and find it more comfortable and rest 41% corporate find digital
display more comfortable.
Q11. Straps of which material you prefer?
It is observed that 59% men corporate prefer watches with metal bands
while 41% like leather straps while no corporate men liked watches rubber
watch band. In case of female corporate they prefer leather strap watches
over metal band by 16% and 26% women like watches with rubber watch
Q12. Does publicity of watches affect your
In case of 65% men and women of corporate sector, publicity of watches
affect buying decision while rest remain unaffected by publicity of
Q13. How would you rate your watch on the basis
of following features? (Rank on a scale of 1-5)
Design has got the highest rating by 50% men and 44% women, and
then people gave the second priority to quality after which warranty
followed by colour is preferred, leaving price at the end.
Q14. Which type of wrist watch you like to wear?
0.% 10.% 20.% 30.% 40.% 50.%
http://gds.parkland.edu/g Oct 3 2012
Oct 3 2012
Oct 3 2012
Art Deco paintings
http://www.google.co.in/s Oct 4 2012
Oct 5 2012