Journal of Clothing Science
Journal of Clothing Science
           

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

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Bulganina S.V., Mukhina M.V., Bulganina A.E., Mukhina E.S Marketing research of clothing preferences. Journal of Clothing Science. 2020; 5(1). Available at: https://kostumologiya.ru/PDF/10TLKL120.pdf (in Russian).


Marketing research of clothing preferences

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

Mukhina Mariia Vadimovna
Kozma Minin Nizhny Novgorod state pedagogical university, Nizhniy Novgorod, Russia
E-mail: mariyamuhina@yandex.ru

Bulganina Anastasia Evgenievna
Kozma Minin Nizhny Novgorod state pedagogical university, Nizhniy Novgorod, Russia
E-mail: bulganina555@mail.ru

Mukhina Elizaveta Sergeevna
Kozma Minin Nizhny Novgorod state pedagogical university, Nizhniy Novgorod, Russia
E-mail: ebagryanskaya@mail.ru

Abstract. The article describes the result of a study of the problem of designing clothes demanded by the consumer in the modern market of goods and services. The problem of modern sewing enterprises is the creation of competitive products that meet the interests of consumers. One of the necessary conditions for creating such a product is a regular study of the opinions of consumers in the clothing market. Taking into account consumer preferences in the design and modeling of clothing will ensure good sales to garment manufacturers. A marketing research aimed at studying the opinions of respondents about the segment of the market for clothes and wardrobe items was carried out. The research method was a survey of clothing market consumers. The paper presents the results of a survey of young people in Nizhny Novgorod. The survey helped to identify consumer requests, their interests, which allowed, based on the responses received, to compile a portrait of a potential buyer with its full characteristics and requests. Drawing up a portrait of the average consumer will allow stylists and fashion designers to create clothes that meet the desires and needs of the modern buyer. The study made it possible to establish specific characteristics that will help the clothing manufacturer determine the development trend of the clothing market segment. The obtained and processed results of the survey formed the basis for the development of guidelines for clothing manufacturers.

Keywords: clothing market; clothing manufacturers; clothing design; consumer opinion; marketing research; survey; respondents

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ISSN 2587-8026 (Online)

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