I found from these children’s paintings that they like to draw people at right angles, so I took advantage of this inspiration to draw a series of clothes showing the shoulder lines by the right shoulder.
The inspiration of this right Angle can be used to design a combined design of women’s sportswear and sportswear, so I drew the related design draft.
Right angles are closely related to triangles, and I also integrate triangles into the clothes to create a deconstruction effect.
Research (2011): Two scholars from the college of Clothing and Textile, Liaoning University of China analyzed students’ attitudes towards wearing uniforms. At present, there has three mainly consist types of Chinese primary and middle school students’ attitudes towards wear uniforms.
Abstract: In order to understand the root cause of the contradiction between the Chinese school uniform system and students’ attitude, from the quality of school uniform and students’ psychological attitude towards school uniform, the psychological expectation of three aspects of random sampling survey, using electronic statistical software to conduct detailed research and analysis of the survey results.
this type of student community has a dependent factor, hot affection factor and the characteristics of dissatisfactory factor, one of the most prominent feature is the around but accept people’s opinions on the choice of clothing, including parents, relatives and the school, such students have the characteristics of the very essence of teenagers, in their limited attention, Clothing (including school clothes) has not yet become a significant point of interest in their lives, in terms of clothing choice and aesthetic preferences
To a large extent, he has not yet freed himself from dependence, influence, and arrangement on his parents and those around him. Therefore, their attitude towards student clothes shows “no intention to pay attention”; The natural attitude of “wear what parents choose” and “accept what the school custom-made student clothes”. In this random survey of 224 students, 66 students belong to this group. About 29.5% of the total sample. It can be seen that the clothing of the students will become one of the important contents of the aesthetic of young people’s clothing, and the level of its comprehensive quality will also have a profound impact on the shape of students’ aesthetic concept of clothing.
Passionate Attitude:
This student group is passionate about budding youth. Sensitive to aesthetic taste and psychological performance make them have independent, individual and distinctive requirements for clothing. For example, they like “characteristic student clothes”, “beautiful clothes”, “choose clothes by themselves”, “unusual clothes” and even “envy Japanese and Korean student clothes”. They like student clothes, but the clothes they like are clothes that can meet their psychological growth and change. They prefer color, style, material and match more mature and perfect student style. Of the 223 students randomly surveyed, 69 fell into this group. About 30.5% of the total sample. It can be seen from this that the foresight of this part of teenagers on the aesthetic of clothing indicates that the teenage age is the key period for the formation of the aesthetic sense of clothing, and the students’ clothing just becomes the important carrier for the correct guidance and inspiration of this aesthetic sense.
Passive and indifferent attitude:
this kind of student group shows different degrees of “dislike, don’t cherish, not happy, dispensable” and other special points, they have a passive and indifferent mentality to the student clothes, which mainly reflects the indifference mentality or disappointment mentality of teenagers towards the student clothes. When wearing clothing with a certain sense of belonging fails to bring them psychological satisfaction, such as group sense of honor, pride, and beauty, their psychology will be hurt, and the continuation of this injury will lead to students’ attitude towards the clothes to be indifferent, tired, and even rebellious and resistant feelings [3]. Of the 223 students randomly surveyed in this study, 89 students belong to this group. Accounted for 4 0.0% of the total sample. It can be seen from this that the youth stage is the key period for the aesthetic cultivation and guidance of clothing, and the root of the contradiction between the student dress system and the students’ dress psychology is the student dress itself.
2. Analysis of the survey results of the current situation of student uniform
2.1 Comparison and analysis of current situation and expectations of styles
The style of student attire is an important component factor of student attire cultures.according to the function and practicality of clothing and combining with the common styles of student attire at present, the style of student attire is summarized into three types: “sportswear”, “uniform” and “formal dress”, and the investigation and comparative analysis of current and expected values are carried out. The results are shown in Figure 1. According to the results of the current investigation, 72.0% of students own sportswear, 17.8% of students own dress-made style, and only 5.0% of students own formal style. 5.2 % of the students own more than two styles of student clothes. However, in the subsequent survey of “My Favorent Student Clothing Style”, we found that the expectation value of the other two styles had increased to different degrees except the expectation value of sportswear, and nearly 50.0% of the students hoped to have other styles of student clothing. This phenomenon shows that sportswear can not replace all student clothes, but sports function and loose features are still the indispensable functional requirements of teenagers’ clothes.
2.2 Comparison and Analysis of Collocation Form Current Situation and Expectations The collocation form of clothing is the comprehensive embodiment of clothing design.
By adjusting it can be seen that 90.2% of the students adopt the “only with outer cover” student outfit combination and matching pattern before the eyes; As shown in Figure 4, 46.3 percent of the students chose “multi-level and multi-accessory combination and matching form of student clothes” in the “I like matching form of student clothes”. In addition, according to a statistical report on 433 primary school students’ uniforms, 67.8% of them hope that students can wear shoes and hats to match them, nearly 40.0% of them hope that the uniforms can be marked with school marks, and 46.4% of them hope that zippers rather than buttons can be used on the caramels [4]. It can be seen that the student’s requirements for the completeness of the collocation form of student clothes have been greatly improved, and the overall group and matching of student clothes should also be more mature and perfect.
2.3 Analysis of Vulnerable Parts of Student Clothing In the wearing process of student clothing, its vulnerability and color fastness directly affect the wearing life of student clothing.
As can be seen from Figure 5, the wear ratio of the elbow is significantly higher than other damaged parts, which indicates that the wear resistance of the fabric is poor. In addition, the crotch damage mainly lies in the crotch sewing fastness is not enough. Therefore, students should pay attention to the choice of materials toughness and wear resistance of materials; The characteristics of lively and active teenagers should be fully considered in the process design, and the sewing fastness should be increased in some key parts, such as armhole and crotch sewing, etc. In addition, in the design of specifications, we should also fully consider the addition of relaxation to meet the needs of style and movement comfort.
conclusion
Through the investigation and analysis of the dress psychology and attitude of the primary and middle school students, it can be seen that the aesthetic concept of dress of the primary and middle school students is in the key period of enlightenment, cultivation and training. About 60% of the students accept or love the school uniform among the three attitudes of the students, and 40% of the students treat the school uniform indifferent and passive for various reasons. This is the contradiction between students and school uniforms. From the perspective of the psychological development characteristics of adolescents, the main reason for this attitude is that school uniforms, as a carrier of clothing aesthetics, fail to give students a sense of beauty, honor and pride. In fact, the comparative survey results of the current situation of school uniforms for primary and secondary school students and their psychological expectations for school uniforms prove that, The current campus clothing from the style design, color design, fabric design, level of collocation, or all aspects of the technology fastness are far from meeting the students’ psychological and physical needs standards, many areas of school uniforms are still in the state of a sports wear four seasons. It can be seen that the contradiction between students and school uniforms is not the problem of the school uniform system, but the quality of school uniforms themselves. The wearers of school uniforms are students. The design and production of school uniforms should be based on the characteristics of students’ psychological and physical health needs. It is the responsibility of enlightening, cultivating and guiding students to establish a good aesthetic concept of clothing, rather than the wishful thinking of adults, or simply copying the model of school uniform system.
In view of the above research conclusions, this study strongly calls for the relevant national departments to establish the campus clothing quality evaluation system as soon as possible and strengthen the campus clothing market legislation mechanism. In order to ensure that the school clothing truly become a good partner to accompany the healthy growth of children’s body and mind.
Through the previous survey, it can be found that the sales volume of sportswear in 2020 is leading in the entire clothing market, and part of the sales volume comes from sportswear. And according to the survey, Most Chinese primary school students are dissatisfied with their uniforms.
Platform:
I contacted the school and asked the teachers to organize students to participate in the drawing collection. And use my sister’s relationship net to find her friends to attend the event.
Intention:
1. Primary school students have their own style on school uniforms, and I can design new things according to the style of school uniforms they want. For future designs, these ideas and elements can be used to trigger and inspire inspiration.
2. In order to find the demand of customers.
Stakeholders:
Primary school students who have their own views on school uniforms
Question supporting the intervention:
My sister always cries because she wants to choose her favorite clothes to go to school in the morning. She has her own cognition and opinions on her own clothes. So what is the cognition and opinion of the post 2000 generation on fashion sportswear? How to better collection and use their creativity?
Activity/event allowing users to engage：
I had noticed my young sister’s school uniform was full of sports clothes, so I started a creative painting Activity with the theme of “Paint users to engage in your desired school uniform” to allow their imagination to be stimulated.
Intervention：To study whether fashion sportswear is easily accepted by consumers by adding an intervention in cooperation with a famous singer’s brands.
Question: Do Chinese consumers really care about origin country?
First of all, I want to know about the identity of Chinese consumers.
Research about Motivational Drivers of Chinese Consumers’ Brand Avoidance Behaviors: A Perspective of Sportswear.
Consumers’ brand avoidance behaviors due to their negative perceptions toward sportswear brands in the Chinese sportswear market based on brand avoidance framework suggested by Lee et al. (2009a & 2009b) and extended by Knittel, Beurer, and Berndt (2016). Specifically, from the negative motivation perspective, as depicted in Figure 1, this study intended to address the following research questions.
1. Do Chinese consumers demonstrate brand avoidance behaviors toward sportswear brands?
2. What are the driving factors of Chinese consumers’ sportswear brand avoidance behaviors?
3. Will the country of origin of a brand influence Chinese consumers’ avoidance behaviors toward the brand?
A focus group study was first conducted in order to identify and develop items to measure the proposed motivational drivers for brand avoidance in the sportswear market. A web- based survey was then used to collect data to test the relationships proposed in the theoretical framework. A total of 268 complete questionnaires were collected for data analysis. Reliability analyses were conducted on each of the multi-item variables. The Cronbach’s alphas of all brand avoidance drivers were larger than 0.78, indicating good scale reliability. Stepwise regression was employed to test H1-H5, independent sample T-test was conducted to test H6 and stepwise regression was used on each of the sub-samples (Chinese brands vs. global brands) to test H7.
The results suggested that Chinese consumers have shown avoidance toward sportswear brands.For global brands, Chinese consumers’ avoidance was mainly due to poor product performance. In contrast, for Chinese brands, the avoidance was mainly due to negative reference association and unpleasant advertising.
References:
ECO Sports. (2018). Why do so many people do not like the domestic sportswear brand?Retrieved from https://www.zhihu.com/question/49493096/answer/302609780
Jiménez, N. H., & Martín, S. S. (2010). The role of country-of-origin, ethnocentrism andanimosity in promoting consumer trust. International Business Review, 19(1), 34-45.
Knittel, Z., Beurer, K., & Berndt, A. (2016). Brand avoidance among generation Y consumers.Qualitative Market Research: An International Journal, 19(1), 27-43.
Lee, M. S. W., Conroy, D., & Motion, J. (2009b). Brand avoidance: A negative promises perspective. Advances in Consumer Research, 36, 421.
Lee, M. S. W., Motion, J., & Conroy, D. (2009a). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.
Numa Sports. (2016). In addition to plagiarism and imitation, what are the other problems domestic sports brands have? Retrieved from http://www.sohu.com/a/106946443_384146
Ogilvie, D. M. (1987). The undesired self: A neglected variable in personality research. Journal of Personality and Social Psychology, 52(2), 379-385.
Weinswig, D. (2018). Millennials, a pro-sports government and big sports events drive the China sportswear market. Retrieved from https://www.forbes.com/sites/deborahweinswig/2018/09/17/millennials-a-pro-sports- government-and-large-sports-events-drive-the-china-sportswear-market/#67b72c4f796c
In thinking about the overall market environment, we can find it is crucial to find the needs of Chinese consumers. The understanding of what consumers do not want is just as valuable as knowing what they do want [1] [2].
[1] Ogilvie, D. M. (1987). The undesired self: A neglected variable in personality research. Journal of Personality and Social Psychology, 52(2), 379-385.
[2] Lee, M. S. W., Motion, J., & Conroy, D. (2009a). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.
Future development brainstorming:
Should consumers consider their body shape when choosing sportswear?
2. What are Chinese consumers’ tastes for sportswear?
3. Sportswear has become a necessary consumer goods in daily life. How to innovate sportswear styles to better suit Chinese consumers?
According to 10 females interviewees in Beijing who are used to exercise, 80% of them are strongly dissatisfied with the restriction of single styles of sportswear displayed in Beijing shopping malls.
In view of these studies, I think I can study the topic of the impact of fashion sportswear on China’s sportswear industry.
Activewear market analysis of 2020
Through the research, it is found that the sales volume of sportswear in 2020 is leading in the apparel industry, which means that the sportswear market has great potential for development. The already successful category appeared to be pandemic-proof, accounting for a record high 40% of all online sales last year, according to NPD.
Some useful data:
During the first wave, gyms and retailers rapidly shifted their strategies to promote at-home workouts as consumers adjusted to the new normal. Almost a year later and despite a vaccine on the horizon, key regions have found themselves faced with Lockdown 3.0, which the internet has declared hits different. As boredom and frustration builds, is the novelty of home workouts starting to wear off? 2020’s second-most popular “when” search on Google was “when will gyms reopen?.” Worldwide searches for “home workouts” have dramatically decreased since the first wave, showing an uptick ahead of the New Year when activewear and exercise interest is ripe, yet has not returned to April levels.
New year, same great you Following the ongoing push for greater diversity in retail and fashion, inclusive representation needs to be apparent across all categories and trends in products and advertising. Activewear is no different. Sweaty Betty kicked off 2021 with its New Year’s campaign #RespectYourSweat, starring a mature roller skater, a hijab-wearing boxer, a model with vitiligo and two athletes with disabilities. The global market for adaptive clothing is expected to increase from $278.9 billion in 2017 to nearly $400 billion by 2026 as retailers recognize the necessity of accessible, medically safe and fashionable apparel. Keep wheelchair-friendly cuts, wider neck and armholes, and adjustable footwear in mind for activewear. With consumers experiencing a new wave of social activism, they will not respond well to exclusion. Retailers need to service and celebrate consumers at all stages of their lives and make activewear products accessible to everyone.
Inclusive sizing will continue to disrupt this category as body shape is no indication of fitness levels. Maternity activewear arriving across the US and UK increased by 147% over the past six months vs. the six months prior. However, this space still remains niche accounting for only 0.2% of products stocked over the past six months in both regions.
There is a growing opportunity for products that evolve with consumers as their body changes. Nike’s maternity range is a great example as it’s designed for pre and post-partum. As the average woman experiences 31 size changes during her adult life while the average man experiences 24, consumers won’t want to compromise their workout essentials for body fluctuations – especially given the importance of movement for mental and physical health during the pandemic.
The healthy lifestyle trend has evolved beyond diet culture, where the detox mentality associated with entering a New Year has become toxic, rendering the overdone January 1st catchcry of ‘new year, new me’ outdated. Retailers have updated their communication strategies to be more encouraging and motivational, inspiring growth instead of change. Reebok’s advertising celebrated the strength and confidence gained from surviving 2020 with the message “new year, stronger you.” Keep these kinds of communications in mind for 2022.
Essentials like leggings and sports bras are the place prices are rising. Since November, the average selling price for sports bras at active retailers have grown. This was inflated by new styles from the premium ethical brand, Ultracor at Carbon38, priced at $130 as well as Lululemon’s temperature-regulating front-zip Enlite Bra retailing at $108. These styles currently make the category 2% more expensive than a year ago, while leggings are sitting 3% higher.
Self-care is more important.
Valued at $4.5 trillion and steadily growing, the wellness industry is lauded as one of the few bright spots in the pandemic economy. As the current state of the world continues to cause greater levels of stress and anxiety, virtual wellness and relaxation is an area where at-home communications will continue to thrive in 2021.
Yoga apparel has long been a staple for traditional sportswear retailers and in fast fashion players’ active ranges. Their continued investment over time proves it is no passing trend. With interest in the activity surging over lockdown, products designated for yoga at pure play active retailers grew 36% in 2020 vs. 2019 across the US & UK with the number of men’s items increasing by 45%, highlighting an opportunity in this ever-growing market. The retailers investing are reaping the rewards. Despite the pandemic, Lululemon reported optimistic 2020 results. Its e-comm business in North America boosted net revenue by 19% and third-quarter sales rose 22% YoY.
Sustainability
Activewear has experienced a significant sustainable overhaul with cult labels and sports brands experimenting with material innovations and eco-friendly designs. In our Sustainability EDIT 2020, activewear for menswear described with sustainable keywords increased 65% YoY, while womenswear was up 45%. With circularity dubbed as sustainable fashion’s holy grail, repurposing materials are a significant focus in 2021. Recycled styles accounted for 20% of total activewear arrivals from January to September vs. 10% in 2019. Assortments are dominated by recycled synthetic fabrics such as polyester and nylon, which significantly reduces the environmental impact of manufacturing compared to producing virgin materials. Activewear made from recycled polyester has increased by 80% YoY and nylon up 90% YoY. Natural fabrics remain essential in this sector, where organic cotton activewear investment has grown 18% YoY.
My choice of intervention is to create my own fashion brand, which is currently in the planning stage. And I have gone to the stage of drawing out the line up. First of all, I investigated the history of Coco Chanel, I found the movie about Chanel, and found the historical materials about Chanel. For design, the concept of Brand is crucial, so I found the literature on How to Create a Powerful Brand Identity. For a sportswear brand, I found an example, The article’s author conducted a product line analysis of eco-designed products from a famous outdoor sportswear brand, Patagonia. The success of this brand is to find the concept of sustainable development of environmental protection, mentioned that eco-design is an important part of sustainable supply chains. And I found the production method of green label: The literature has been shown that eco-labels enable consumers to receive product sustainability information and educate consumers’ sustainability awareness [2]. Patagonia uses eco-labels such as Blue-sign and Fair Trade-certified in its product line development [3]. Eco-labels convey sustainability information to consumers and illustrate the company’s efforts on sustainable product development [4]. Patagonia designers obey the requirements of eco-labels in product line development. For example, when the Blue-sign label is attached to new products, designers design the product with consideration of consumer safety, water emissions, occupational health and safety; when Fair Trade-certified is attached, designers may use recycled accessories, such as zips, buttons and waistbands, and attach the recycled heritage label to convey the sustainable consciousness [3]. In this paper, we focused on examining the case of Patagonia, whose eco-design is well-known and representative in the fashion company.I hadn’t thought of that before. It was a good idea to combine sportswear with environmental sustainability[5].
