2020, Vol. 5, No. 2. - go to content...

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Evdushchenko E.V., Kovaleva Yu.V. The concept of dresses designing for women of adjacent sizes to increase online sales. Journal of Clothing Science. 2020; 5(2). Available at: https://kostumologiya.ru/PDF/12TLKL220.pdf (in Russian).

The concept of dresses designing for women of adjacent sizes to increase online sales

Evdushchenko Elena Vladimirovna
Omsk state technical university, Omsk, Russia
E-mail: evd.chi@gmail.com

Kovaleva Yuliia Vitalievna
Omsk state technical university, Omsk, Russia
E-mail: gaag_julja@mail.ru

Abstract. The transition of light industry to the e-com platform provides any segment of the industry with powerful tools. The authors analyzed the current distribution channels of garments, which confirms that at the moment the most popular are online sales. These include sales both through our own online stores, and the transfer of sales to the marketplace.

It was noted by the authors that women are becoming more critical, choosy, ready for discounts and completely new developments regarding what they will wear tomorrow. However, often the female audience, due to the variety of the presented assortment, remains unsatisfied when buying clothes through online stores, as it does not fit them in size.

The authors of the article, based on an analysis of existing artistic and constructive design methods, propose the creation of series of women’s dresses focusing on new distribution channels like online stores. The article substantiates the need for the synthesis of various kinds of women’s dresses on the same constructive basis using artistic and constructive features that allow increasing the size interval of indifference on the main dimensional features such as chest, waist and hip. Based on the studies conducted by the authors, it is suggested that at the stage of designing women’s dresses, choose the optimal increase values for each model, which will increase online sales based on figures of adjacent sizes. Thus, the concept presented by the authors allows us to design one model of the dress, which corresponds in size to three figures. The recommendations developed by the authors contribute to the creation of women’s dresses that will suit the maximum number of consumers in size. The results of the study can increase the number of satisfied customers, reduce the number of returns in online stores and increase online sales.

Keywords: women’s dresses; figures of adjacent sizes; the size interval; online shopping; online sales; the dresses on one pattern; modeling clothes

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