汉服市场中传统裤装的消费调查分析

Survey and Analysis on the Consumption of Traditional Trousers in the Hanfu Market

裤装是中国传统服饰不可或缺的组成部分。在复兴传统服饰文化的潮流中,传统裤装被越来越多的人所关注。为了深入了解传统裤装的发展现状,在梳理汉族传统裤装的基础上,对消费者及汉服淘宝店铺中传统裤装进行调查。结果表明:消费者对于传统裤装的认知度偏低;改良设计是传统裤装的主要发展动力;传统裤装中合裆裤占据大部分市场;市场中各形制裤装以宋制裤装居多。根据分析结果,从扩大宣传、形制体系构建、改良设计等角度提出相应建议,为传统裤装的设计及营销提供指导与依据。

Trouser is an indispensable component of traditional Chinese clothing.In the trend of reviving the traditional clothing culture,more and more people are paying attention to traditional trousers.In order to deeply understand the development status of traditional trousers,on the basis of sorting out the traditional trousers of Han ethnic group,consumers and the traditional trousers in Taobao shops of Hanfu were investigated.The results show that consumers have a low awareness of the traditional trousers;and the improved design is the main driving force for the development of traditional trousers;the crotch trousers in traditional trousers occupy the majority of the market;the majority of traditional trousers in the market are Song system trousers.According to the analysis results,some suggestions are put forward from the perspectives of expanding publicity,constructing shape and system,improving design,so as to provide guidance and basis for the design and marketing of traditional trousers.