摘要
大学生是当今运动服装市场的重要消费群体。为更充分的了解其消费特点,设计出更符合其需求的运动服装产品,选取了福建地区的大学生为调研对象,主要从影响其选择运动装的因素、选择原因、喜好风格、面料、颜色、图案等六个方面进行问卷调查和分析。研究表明,大学生穿着运动装主要追求方便舒适、天然面料、宽松版型、中性色调、品牌LOGO图案和普通休闲运动风格;但由于受新媒体影响,对时尚运动风格、中国传统文化元素图和联名图案、时尚和科技面料等运动装时尚化的追求呈上升趋势,该结论为以大学生为代表的年轻运动服装品牌设计与市场营销提供参考。
As an important consumer group in the sportswear market,in order to fully understand their consumption characteristics and design sportswear products that better meet their needs,college students in Fujian were selected as the research objects.The factors affecting their choice of sportswear,selection reasons,style,fabric,color are selected as aspects in the questionnaire and analysis.According to the questionnaire,college students mainly pursue convenience and comfort,natural fabrics,loose type,neutral color,logo design and ordinary leisure sports style,the pursuit of fashionable sportswear such as fashion sports style,Chinese traditional culture element diagram and joint-name pattern,fashion and science and technology fabric is on the rise.
作者
邓婧
DENG Jing(School of art and design,Fujian Business School,Fuzhou Fujian 350000,China)
出处
《武汉纺织大学学报》
2020年第4期48-53,共6页
Journal of Wuhan Textile University
基金
福建省教育厅中青年教师教育科研项目(JAS170990).
