2020, Vol. 5, No. 1. - go to content...

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Safina L.A., Tukhbatoullina L.M., Kamaltdinova F.A. Market analysis of fashionable offers and consumer preferences regarding teenage and youth clothing. Journal of Clothing Science. 2020; 5(1). Available at: https://kostumologiya.ru/PDF/07IVKL120.pdf (in Russian).

Market analysis of fashionable offers and consumer preferences regarding teenage and youth clothing

Safina Liudmila Aleksandrovna
Kazan national research technological university, Kazan, Russia
E-mail: lsafina@mail.ru

Tukhbatoullina Leysan Marselevna
Kazan national research technological university, Kazan, Russia
E-mail: tuleissan@mail.ru

Kamaltdinova Farida Adisovna
Kazan national research technological university, Kazan, Russia
E-mail: farida-kamaltdin@mail.ru

Abstract. The article presents data from marketing research in the field of production of children’s, teenage and youthful clothes. The discrepancy between the manufactured products and existing consumer expectations is revealed. The reasons for this discrepancy are disclosed and the results of our own research on segmentation of the consumer market for teenage and youth clothes are presented, including a description of each group and recommendations for choosing style solutions.

Keywords: design of children’s clothing; design; targeted design; design concept; target groups; teenage clothes

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