A Research On Design Of The Wear Of Domestic Middle-aged And Older Women Based In Network Marketing

This paper takes domestic largest E-commerce platform Taobao sale of middle-aged and older women’s dress as research object. It is based on on-line sale data, applies sample analysis and study design feature of network sale middle-aged and older women’s dress through analyzing five design factors of fashion(including profile, color, material, pattern and component). The paper firstly expounds research background, objective, significance and related research methods and then sets forth the design overview of network sale of middle-aged and older women’s dress from a theoretical point of view. Main research of this paper includes: whole market analysis, hot sale feature analysis and design factor analysis.The first part is analysis of the whole market, including suitable age range, price, style and brand. From the data, we can get that the suitable age range of saleable dress is from 40 to 49; the average price is between 114 RMB and 443 RMB; the location is fashion, leisure and intellectuality; T shirt, coat, cotton coat, dress, etc. have the best sale condition.The second part is analysis of saleable fashion design feature. It carries out in the forms of sample analysis, selects T shirt, cotton coat and down jacket as samples, analyzes the profile, color, material, pattern and components of costume and draws the following conclusion: in profile design, basic, concise and decorative profile sells well. The tension change at shoulder, waist and lower hem is less; in color application, the saleable colors are mostly basic colors and common colors. The costume color is rarely affected by popular color. Compared with bright color, dark color costume is more popular; in material selection, costume made of chemical fiber has good market and the most used chemical fiber component is polyester fiber; in patter design, the mostly used technique is printing(mainly blotch printing), and the mostly used decorative subjective is representational flowers. The pattern is mostly used for collar, shoulder, lower hem, sleeve brim or “the whole”; in component design, the costume with function of practicability, convenience and simple technology is most saleable.The third part is deep analysis of fashion design factors. Firstly, according to special physiological characteristics, psychological characteristics and consumption psychological features of middle-aged and older women, it analyzes the demand of middle-aged and older women to fashion design; then, it makes deep analysis of various design factors of middle-aged and older women’s dress network sale combining with design characteristics of network saleable products from design, market and enterprise, etc. At last, it gets operable middle-aged and older women’s dress design mode directing at network sale.The research of this paper can provide valuable information and thinking for related enterprises to understand middle-aged women’s dress on-line sale market, make product design and commodity layout. The research conclusion has realistic reference meaning.