基于消费者需求的针织休闲运动服调研分析

Survey and Analysis of the Knitted Casual Sportswear Based on Consumer's Demand

为将消费者需求与服装企业供给相结合,采用网络问卷和观察法,主要从运动偏好、购买行为、运动服偏好方面对消费者需求进行调研,并从面料的原料成分、组织结构、款式细节等方面对品牌休闲运动服进行调研。结果表明,消费者最喜欢的运动为跑步,超过90%的人购买过运动服,其比较注重运动服的款式和面料;品牌休闲服的材质以纯棉和棉涤混纺为主,组织结构是纬平针,领型、门襟设计多为连帽和拉链式,有弹性裤腰设计的针织休闲运动服是符合消费者需求的首要选择。

In order to combine consumer＇s demand with supply of garment enterprises, this paper studies con- sumer＇s demand in favorite sports, purchase behavior and sportswear preferences, and surveys branded casual sportswear in terms of raw materials, structures and styles in detail by using network questionnaire and observation. The results show that the consumer favorite sport is running, more than 90% of people have ever bought sports clothes, and pay more attention to the styles of clothes and fabrics. The main branded casual sportswear material is cotton and cotton-polyester blending, the main structures is plain, collar and placket designs mostly are hooded and zipper, the knitted casual sportswear with elastic waistband design is the first choice of consumers.