The Study Of Clothing Consumption And Dressing Collocation About Middle-aged Women

There are a lot of clothing brands in China, and clothing styles also continue to increase. Different from young people, middle-aged people change seriously in the figure and will encounter many difficulties when purchasing clothes because of the complicated changes of clothing structures. From an objective point of view, many clothing enterprises orient young people as a target consumer group for the sake of quick profits. Yet, the market of middle-aged people is liable to be ignored, especially middle-aged women. Faced with the clothing market with the penetrating popularization speed and various coexisting styles, how to quickly help middle-aged women choose clothes suitable for themselves is the original intention of the subject research.As clothing has certain regionalism, this study takes 194 middle-aged women who are 45-59 years old in Zhengzhou, Henan province and has certain economic power as an object of study. By researching several aspects of clothing matching psychology, color matching and style matching, the consumption process and clothing matching situations of those women are analyzed.Firstly, this study begins from the client psychology. The middle-aged women customer psychology process when selecting clothing and the clothing purchase demands, motives and consuming behaviors are analyzed by adopting the method of document analysis and summary and the questionnaire method.Secondly, starting from the two aspects of relation between color and skin color and the relation between clothing style and figure, clothing colors and styles suitable for middle-aged women of different skin colors and figures are analyzed through the document analysis and summary method, the depth interview method and the method of direct observation. This is likewise the main part of this study.For the relation between color and skin color, clothing colors are divided into different types by means of analysis of color principle knowledge, and thenclothing colors suitable for different skin colors are analyzed. Different skin colors have different requirements for color, but as long as the skin color and the clothing color match harmoniously, you can give play to strong points and avoid the shortcomings.We divide into three parts that facial form, upper limb and shoulder, and body type for research on the aspects of apparel modeling and body size. The facial form oriented the collar forma inside of clothing; the level of the upper limb and sholderfullness oriented sleeve modeling; and the body size decides integral external styling of dress. The middle-aged woman is the object of study this time, so their physique should be definite and classify detailly according its characters, on which to base finding out suitable costume modeling.At last, the middle-aged woman body character is divided into relatively thin, standard figure and chubby. According everybody feature, we find its suitable clothing colors, inside modeling and external styling, from which draw a conclusion about how to match. And be analytical comparison this conclusion with actual investigation results. We point out consumers’ existing problem during their consumption process and supply the right consumption concept to improve the quality of consumption.