The purpose of this paper is to formulate the underlying design theory of Japanese fashion designers by using the qualitative research method of grounded theory (Glaser, 1992). The researcher stayed in Tokyo for three weeks for the purpose of data collection. The method of data collection
included in-depth interviews, questionnaire surveys and participant observations. Constructs for a grounded theory of fashion designers are synthesized. The design theory of the Japanese fashion designers is portrayed through the major constructs, namely, 'aesthetic presence' and 'psychological
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