The Research And Application Of Underwear Design Based On The Female Consumer Value Orientation

As we all know, women have become the most active role in the consumer market andhave great market potential nowadays. With the development of economy and the increase ofpeople’s income level, women paid more and more attentions on their underwear, and theexpenses of it increased as well. The requirements of women’s underwear are not only limitedby function, but also by the emotionality and social valuation. Design for the need of women ’sunderwear products is an effective way to improve enterprise efficiency, the current domestictwo or three below the line of underwear enterprises most lack of female consumers valueorientation to understand, do not pay enough attention to product the most direct service object--customers, resulting in the underwear industry lacks the core competitiveness is one of themajor factors.The artical presents the consumer value orientation theory based on Sheth, Newman andGross,1991. The research focuses on the consumption value orientation from consumers’behavior, then workes out the underwear design methods by psychological requirements ofconsumer for the underwear enterprises. This artical discusses the following sections:First, summarizes an overview of the methodology of this research, technology line andresearch framework. Summarizes the development of the classification and design trends of thedomestic underwear and abroad, Describes the basic situation of the contemporary women’sunderwear consumer market and states the relationship between the consumer value orientationand underwear design, expresses the significance of the female consumer value orientation forthe development of products.Secondly, adopts questionnaire survey method, points out the basic consumptioninformation through the pre-survey and final survey, such as the knowledge of brand, themonthly expenses, popular information obtained, frequency of purchase and purchase places. Ituses five-scale survey of impact factors of individual consumer value orientation, and thenanalyzes the overall awareness of female underwear consumers.Once more, bases on the survey questionnaire analysis, classifies the individuals by brands, product orientations, style, material, and color. Then finds out the proper underwear designmethods for different groups, and provides a theoretical basis for enterprise designers.Finally, summarizes the microscopic points of four additional consumer value orientationin addition to conditional value orientation of underwear design mode, applies underweardesign elements from Chapter4into the business practices. Through a series of productdevelopments, it combines the theory and the practice together based on the value orientation ofthe company’s customer to produce series of products to verify the feasibility of the previousresearch.A practical result shows that the product development based on the value orientation of thefemale consumer is pertinency and timeliness, not only to satisfy the women’s increasinglydemands, but also help enhance the brand image and the added value of products.