基于网络销售的国内品牌女士羽绒服设计研究

发布时间：2018-03-30 18:17

本文选题：羽绒服　切入点：服装设计　出处：《东华大学》2017年硕士论文

【摘要】：在新的消费模式与市场发展的背景下,国内传统羽绒服品牌正面临新一轮的设计升级压力和挑战。本文以国内现有羽绒服市场上占有率高的波司登、艾莱依、雅鹿、鸭鸭四个品牌近期网络热销女士羽绒服为研究对象,通过对其设计要素的分析、消费者对羽绒服设计要素的偏好调查,以及二者的对比分析来进行国内品牌女士羽绒服的设计研究。文章首先阐述了该课题所涉及的研究背景,研究目的与意义,以及完成本课题研究所需要采用的研究方法。然后从羽绒服的概念和特点、国内品牌羽绒服的设计现状以及羽绒服的设计要素等三个方面进行理论性的阐述。论文第四章选取了波司登、艾莱依、雅鹿、鸭鸭四个国内羽绒服品牌在天猫官方旗舰店的热销款式作为分析样本(共90款热销女士羽绒服),分别从廓形设计、色彩设计、填充料以及部件细节设计四大方面进行设计特点的分析与描述。通过数据分析得出以下结论:第一在廓形设计上,整体廓形以H型应用为主,腰部主要的处理方式为略微收腰,腰线高低主要采用的是无明显腰线设置,略收紧式、自然宽度式、略放大式三种下摆宽度的应用大体相当,下摆位置设置主要为大腿中部附近的中长款应用。第二是色彩设计,黑白红是三种最畅销的色彩,对应的色系应用也以无色系和红色系应用最多,整体色调偏暖色,色彩明度偏暗色,面料风格主要以纯色面料为主。第三是填充料的应用,主要的填充材料为灰鸭绒,含绒量90%以上已成为主要的含绒量设定水平。第四是细节部件设计,绗缝线走向以横向平行式为主要方式,密度设置以较正常为主,领型设计以连帽领、圆立领以及带可拆卸帽子式连帽领为主要形式,腰带以无腰带设计为主,口袋设计以斜插入方式的插袋、贴袋、挖袋等为主,门襟设计以外露拉链式对称门襟为主要的应用形式,袖口设计则以收缩式袖口以及收缩内置式直筒袖口为主要的女士羽绒服袖口设计方式。论文第五章针对羽绒服设计进行了消费者的偏好需求问卷调查,并最终选取了18-30周岁东部地区与南方地区以及31-50周岁东部地区与南方地区四个女性受访者群体的偏好需求作为统计分析的样本来源,同样选取了与第四章对应的设计指标,包括整体廓形、下摆宽度、下摆位置、用色色系、面料风格与图案、填充料含绒量、领型、绗缝线的走向与密度、腰带、袖口等十个设计元素方面进行受访者的偏好需求分析,分析了不同受访者在以上十个羽绒服设计元素上的偏好需求。论文第六章基于第四章和第五章的研究内容,进行了品牌女士羽绒服设计与受访者对羽绒服偏好需求的对比分析。通过对比发现,四大羽绒服品牌除了在女士羽绒服填充料含绒料方面表现高于市场预期以外,在其他九个设计元素方面,无论是品牌整体情况,还是单个品牌的设计状况,都与四类受访者的偏好需求存在不同程度的差异,难以匹配市场的潜在需要,从而整体反映出国内羽绒服品牌女士羽绒服的设计与市场需求之间存在很大的差距。本文的研究结论对于改善国内羽绒服品牌女士羽绒服的设计,以及生产、营销等方面都具有一定的现实参考意义。
[Abstract]:In the development of consumption patterns and market under the new background, the traditional domestic brand down jacket is facing a new round of upgrading the design pressure and challenges. Based on the existing domestic high Bosideng down jacket, the market share of Eral, four brands of Yalu, Yaya recent network selling lady jacket as the research object, through the analysis of the design elements of the consumer survey of down clothing preference design elements, comparative analysis and two to design and research the domestic brand down jacket. Ms. firstly describes the research background of the thesis, research purpose and significance, and complete the research required using the research methods. Then from the concept and characteristics of eider down, described the theory of the three aspects of domestic brand design status of eider down and down jacket design elements. The fourth chapter selects the sten wave, Eral, Yalu, Yaya four domestic brand down jacket in Tmall official flagship store selling styles as samples (a total of 90 popular ladies jacket), respectively from the profile shape design, color design, analysis and description of the design features of the filling material and component design details four aspects. Through data analysis the following conclusions in the outline design: first, the overall profile in H applications, the main processing way waist slightly waist, waist height is mainly used without obvious waist setting, slightly tightened, natural width, slightly on the three kinds of application of the width of the roughly hem, hem position is main for in the long section of the mid thigh near second. Application of color design, black and white and red are the three most popular colors, color application corresponding to the application to colorless and reds most, the overall tone of partial warm color offset The dark, fabric style mainly pure fabrics. Third is the application of filling material, filling material is mainly grey eiderdown, cashmere cashmere has become more than 90% levels. The fourth is the main component design details, to parallel horizontal line quilting is the main way to set the density than normal. Collar type design with hooded collar, round collar and cap with removable type of Hooded collar as the main form, with no belt belt design, designed to ramp into the pocket pockets, bags, bags and other digging, exposed zipper placket design to the main application forms for symmetric placket, cuff design in the contraction type cuff and shrinking built-in straight cuffs for main Ladies jacket cuff design. The fifth chapter preference questionnaire survey of consumers for down jacket design, and ultimately selected the 18-30 years of the East The analysis of four female respondents group area and the southern region, the eastern region and the southern region 31-50 years of preference as a statistical sample source, choose the design indexes corresponding to the fourth chapter, including the overall profile, hem hem width, position, color color, style and fabric patterns, filling cashmere the amount and type of collar, trend and density, quilting line belt, hand cuffs etc. ten design elements are analyzed their preference, analyzed different respondents in more than ten down jacket design elements preference. In the sixth chapter, based on the contents of the fourth chapter and the fifth chapter, analyzes the brand, down clothing design and comparison of respondents down jacket preference. By comparison, the four brand down jacket in lady down jacket filler cashmere material performance higher than the market expected outside, In the other nine design elements, regardless of the brand or the overall situation, the single brand design situation, there are different degrees of difference and four respondents preference demand, potential demand is difficult to match the market, which reflects the overall there is a big gap between the domestic brand down jacket lady down jacket design and market demand the conclusion of this paper. To improve the domestic brand down jacket lady jacket design and production, has a certain practical reference value marketing.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TS941.736

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