A Reserach On Design Of Lady’s Down Jacket From Domestic Brands Based In Network Marketing

Under the new consumption mode and market development,the domestic down jacket brands are facing the upgrading pressure and challenges of design.The paper choose the well-known domestic down jacket brands Bosideng,Ailaiyi,Yalu,Yaya,and pick up these brands’ best seller ladies down jacket as the research object,and then through the analysis of the design elements,consumer preference demand of down jacket design elements survey as well as the two comparative analysis to study the design features of domestic down jacket brand ladies down jacket.This paper firstly expounds the research background in which the subject involved,research purpose and meaning,and describe the research method in which is needed to complete this research.And then make a theoretical analysis and elaboration on the concept and characteristics of down jacket,design status of domestic down jacket brand and design elements as three aspects.The 4th chapter selects Bosideng,Ai lai,Yalu,Yaya these four brands’ ladies down jacket bestseller from Tmall flagship store as the analysis samples(90 samples in total),and make the research on the sihoustte design,color use,filling material and components detailed by these four aspects respectively.Through these dates analysis,the paper gets the following conclusions: Firstly on the sihoustte design,the overall profile is given priority to H sihoustte.The main treatment of waist is slightly closed waist.No obvious waistline is the main waist height treatment form.Slightly tighter,natural width,slightly enlarged application as the three main hem are used as the herm form by most-equal,and the main location of herm is settled in the middle of leg.Secondly on the color design,black,white,and red are used mostly,and related to color scheme,the non-pigment and the red color system are mostly used.The whole hue give priority to warm color and the color lightness prefer dark colors us.Thirdly among the fabric design form,no-pattern fabric is widely used.On the aspect of filling material,the main filling material kind is the grey duck down,and 90% above feather content has been the widely setting form in down container level.Fourthly on detailed design parts.The popular sewing thread track is the horizontal parallel,and the usual density of the sewing thread is normal.Hooded collar,round collar,and with a removable cap hooded collar are the three main form of collar design.No belt design is the priority.Slip pocket is the most popular form of pocket.The closure design prefers the symmetrical and ecposed zipper closure.The contractive cuff and the straight cuff with built-in contractive cuff are the two main design forms of the ladies down jacket cuff.The 5th chapter make a demand survey on the ladies down jacket,and finally the paper pick up the dates of the eastern and southern area of 18-30 years old ladies and the eastern and southern area of 31-50 years old ladies as the sourcing dates of paper analysis.And then analyse these demand dates same as the 4th chapter by the aspect of the whole sihoustte,the herm width,the herm location,the color system,the fabric form and pattern,the filling material and feather container,the collar,the sewing thread track and desity,the belt and the cuff.And analysis the potential demands of different interviewee on these design elements.And the 6th chapter makes a comparation of the two aspects in the foundation of the 4th chapter and the 5th chapter.Through the comparision,the paper get the conclusion that the domestic down jacket brands have a good work on filling material,which is above the potantail demands of customer.But in other design aspects,not only the whole brands’ s situation,but also the single brand’s design,are quite different from the potential demands,which means the domestic ladies down jacket design has a lot to do to satisfy the market preference.This paper research conclusion has some meaning to improve the design situation of ladies down jacket design of the domestic brands,and can also help them to improve producing,marketing and other aspect related to down jacket business.