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Lebedeva T.E., Bulganina S.V., Bulganina A.E. Маркетинговое исследование потребителей ателье по пошиву костюмов для выступлений. Journal of Clothing Science. 2018; 3(1). Available at: https://kostumologiya.ru/PDF/05ECKL118.pdf (in Russian).

Маркетинговое исследование потребителей ателье по пошиву костюмов для выступлений

Lebedeva Tatyana Evgenievna
Kozma Minin Nizhny Novgorod state pedagogical university, Nizhny Novgorod, Russia
E-mail: tatyana.lebedeva@bk.ru

Bulganina Svetlana Viktorovna
Kozma Minin Nizhny Novgorod state pedagogical university, Nizhny Novgorod, Russia
E-mail: bulgsv@mail.ru

Bulganina Anastasiya Evgen’evna
Secondary school 127, Nizhny Novgorod, Russia
E-mail: bulganina555@mail.ru

Abstract. The article describes the result of research of consumers (athletes) atelier on tailoring costumes for performances. The analysis of the criteria for selecting atelier (designer, master) approaches for tailoring suits for performances and individual tailoring of sportswear for training was singled out: the work experience of the atelier in the market, specialization, terms of production, additional services, cost of the finished product. The research in the article is carried out by means of a questionnaire. The study carried out by the authors made it possible to establish that the costumes for performances, the majority of athletes buy, and only 9.9 % sew themselves, a third of athletes

(33.3 %), order tailoring from a private craftsman, 27.2 % in a specialized studio, 27.4 % buys a finished product in a sports shop. The poll results revealed the most popular materials for suits: supplex (69.1 %), followed by a stretch net (40.7 %), less than a third of consumers consider variants of suits of stretch velour and stretch lace (29.6 % and 27.2 %). When ordering a suit, more than half of the athletes (55.6 %) choose a suit taking into account their color, and also the respondents believe that the costume should emphasize the dignity of the figure (75.3 %), be comfortable (69.1 %), shape the image (66.7 %), to allocate the athlete among the rivals (39.5 %), to go to the sportsman and be beautiful (33.3 %), the majority of the respondents (80.2 %) believe that the designer’s options should be agreed with both the athlete and the coach and parents, in 11.1 % the version of the costumes for performances is approved only by the coach (which may be characteristic for the commanding elite upleny), 8.6 % – the athlete. A professional atelier for tailoring costumes for performances needs to be more flexible in approaching the work with clients, taking into account the results of the conducted research.

Keywords: atelier; sports suit for performances; survey; questionnaire; research; preferences; consumers

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