Research On The Construction Of Fashion Evaluation System For Modern Song Brocade Products

With the improvement of the residents' economic income,people's consumption demands are likewise improving.Consumers pay more attention to the fashion connotation products while satisfying their practical needs.Therefore people prefer those art-style textile products which combine tradition and fashion.Under such a background,many companies hope to explore Chinese excellent traditional culture and through creative design to transform them into high value-added products,and finally to form industrialization.How to combine the traditional products with modern fashion design to endow them with fashion features and cultural connotation as well as how to evaluate their fashion performances are all worth exploring.In response to above problems,this research from Song brocade handbags as starting point.Firstly,through literature reviewing,summarize the characteristics of modern fashion products and characteristics of Song brocade products as well as its history stories.Secondly,using questionnaires and field trips,we have comprehensively summarized the market status,R&D and production of Song brocade products,in this process we collected the index factors and built a comment library for evaluating their fashion performances.Thirdly,according to the idea of design and consumption of the products,we classified and aggregated those indicators and initially constructed a multi-level handbag fashion evaluation system;In order to explore the weight distribution of the index system of the hand bag from the perspectives of experts and consumers,we compared various evaluation methods and determined that the index weights were calculated by using the analytic hierarchy process and the principal component analysis method respectively;Fourthly,scoring three Song brocade handbags and calculated whether the handbag fashion score was positively correlated with the sales volume,thus verifying the reliability of this system;The system could be used to guide products development.By comparing the weight of each index that calculated according to the views of experts and consumers,we find out the factors that influence the fashion of such products,and we choose those important factors as the core to design a series of modern Song brocade products.The research constructs a kind of system to evaluate the fashion performances of modern Song brocade products,which consists of four first-level indicators: “symbolic characteristics”,“cultural characteristics”,“brand characteristics” and “consumption characteristics” and 23 observation indicators such as “pattern”,“classic color matching” and “logo visual image” and so on.The conclusions are as follows through researching: experts believe that the symbolic characteristics of the product(0.394)>cultural characteristics(0.242)>brand characteristics(0.223)>consumption characteristics(0.141).The symbolic of products is one of the important signs to distinguish the fashion of creative products and general products,we should focus on the characteristics of traditional products and transform them into the unique external manifestations of this kind of products;According to the distribution of weights from the consumers' questionnaire,the brand characteristics of the products(0.773)>consumption characteristics(0.097)>symbol characteristics(0.086)>cultural characteristics(0.044),consumers have a strong sense of brand consumption,which directly affects consumers' perceptions of handbag and thus influences their shopping behavior.Combining the two viewpoints,some important factors are summarized: fabric pattern,raw material,brand awareness,brand history story,designer popularity,clerk service image,unique weaving process,logo visual effect,so when we develop new products,we should focus on above elements for creative design.