The Research On Trandency Of "Feminization" In Fashion Brand Based On Consumers' Demand

With the transition of the society in 21st century, great changes occurred on the structure of the distinguishing between the sexes. Female grows up, and the era for"her"is leading to an independent and magistral concept in commercial field. The presentation of feminization is becoming a style, meanwhile the concepts for consumption and value orientation is now changing. Under the background above, it is a high time for the designers to recognize and handle the consumer's demands, as well as combine it with the brand's speciality.The thesis based on the designers'viewpoint to discussed the relationship between marketing background, brands and the change of consumers demand for feminize. On"feminization"as a breakthrough point, try to figure out the topics above both theoretically and practically.The thesis composed of 6 chapters. For the chapter 1, discussed the aim, purpose, valuation and the structure for the paper. Chapter 2 points out feminize is a strong concept on all fields nowadays, the starchy images for male and female are taking change. Chapter 3 focus on the summary of psychological demands of the consumers aged for 25-40 based on market investigation and studies. Chapter 4 is for the effections of feminize in fashion design and how to express it in design. From the discussion above, it is the high time to points out the structure of the image design for feminization, and the conception for it is an internal demands as well as concepts change of the consumer itself. Chapter 5 based on 2 practical cases to put theoretically into practice. Chapter 6 is both the summary of the thesis and to take out the outlooks for the designs in future.