Primary Research
Society
Interview Objectives:
The mental distress of people has escalated globally due to the COVID-19 crisis. According to McKinsey’s survey, more than half of the respondents said they priorities mindfulness more than the pandemic (Friend, Houghton, McGregor and Radin, 2018). Thus, more companies should
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launch mindfulness products and services.
To investigate how experience and physical environment could stimulate positive moods (e.g. by providing emotional journey)
Fashion brands have begun to feature wellness and mental health content
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on their social media page, such as tips on mediation and campaigns that
To compare the impact of different events on consumers’ happiness level and life satisfaction and explore how long that influence lasts.
aim to raise community spirit. Many fashion and beauty influencers have
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begun to share details of their own mental health struggles with their
To gain a deeper understanding of individuals attitudes towards fashion trends in relation to wellbeing and sustainability.
followers, which often leads to high engagement with the audiences. Consumers increasingly want to support local businesses and
Research Method
communities. Luxury brands could emphasise craftsmanship through authentic traditional manufacturing practices, such as helping local
The researcher had taken qualitative interviews to collect detailed opinions and
farmers and promoting traditions.
personal feelings from different individuals. The interviews are semi-structured, where the researcher had prepared questions for the respondents and allowed a space for flexibility to reveal more in-depth feelings.
(FIgure 8.9.)
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Photos and videos of various art exhibits and event experiences were included in the interview. Thus, the participants would have a better understanding of the questions.
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