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Koval E.A., Konareva Yu.S., Karaseva A.I., Sineva O.V., Sirotkina O.V. Research of consumer preferences to develop special leather goods in the biker segment. Journal of Clothing Science. 2023; 8(3). Available at: https://kostumologiya.ru/PDF/27TLKL323.pdf (in Russian).

Research of consumer preferences to develop special leather goods in the biker segment

Koval Elena Alexandrovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: rgukaspirant@mail.ru
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=58022095300

Konareva Yulia Sergeevna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: konareva-yus@rguk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=850334
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57473970800

Karaseva Alina Igorevna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: karaseva-ai@rguk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1023082
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57474228700

Sineva Olga Vladimirovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: sineva-ov@rguk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=435847
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57473431300

Sirotkina Olesya Viktorovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: sirotkina-ov@rguk.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1134649

Abstract. The article presents the results of research aimed at determining consumer preferences in the biker environment and the development of online artistic design of leather motorcycle accessories. The research was carried out in two stages: among consumers of the final product and an expert group of specialists involved in the development of leather goods and representatives of the «moto» subculture.

At the first stage of the study, the respondents included bikers who are members of a motorcycle club and bikers who are fond of motorcycles, depending on their purpose, living on the territory of the Russian Federation. The survey questions directly related to preferences in the use of motorcycle accessories, both for the motorcycle and for the biker himself, features of the choice and cost of motorcycle products. Based on the results of the first stage of research, a list of hypotheses was formed that require further confirmation.

At the second stage of the research, a survey was conducted among specialists in the leather goods industry. The first section is devoted to issues of the biker segment, the second includes questions aimed at increasing the efficiency of the work of the fashion designer.

Expert opinion was received from specialists from the Medvedkovo factory JSC, workshops: «Custom jacket», «Motor trunks from Cowboy», «KozhArt» (Moscow) and «Tanya Kopeichenko» (Republic of Belarus).

Summarizing the experts’ answers and correlating them with the responses of the biker community group made it possible to identify requirements for motorcycle accessories depending on: the type of activity and class of the motorcycle, the segment of the biker community group, the type of luggage system, shape, material, style, cost, and to determine a new approach to solving development problems artistically — structural forms of products, in order to increase the efficiency of the designer-fashion designer, including the possibility of using augmented reality («AR»): when choosing style solutions, shapes, colors in leather motorcycle accessories for a biker or motorcycle. And also to complement the concept of a motorcyclist and determine the characteristic features of representatives of the «moto» subculture.

Keywords: leather goods; motorcycle accessories; style; research; consumer preferences; expert survey; design; modeling; augmented reality

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