A Study On Popularity Of Black-and-White Clothing Colors In The Area Of Jiangsu And Zhejiang

As the extremely important basic colors in clothing colors, black and white, with their special glamour, always take an important part on the prevailing stage in the colorful world, and become most important colors used in the modern clothing products. The phenomenon of people's favoring black and white so much cannot be ignored in the consumption information of commodity colors and it also needs to be discussed in depth in the theory and practice of modern clothing popularity.This paper, combined with marketing theory of clothing colors, discusses the current situation and the causes of the popularity of the black-and-white clothing colors based on the systematic conclusion of previous various studies on this topic.This paper studies Wuxi and Hangzhou, two cities in the area of Jiangsu and Zhejiang Provinces as the samples by means of doing questionnaires and observations on streets, combining qualitative analysis and quantitative analysis. The questionnaires, classified into two kinds of spring- and -summer questionnaire and autumn-and- winter questionnaire according to different time indexes, mainly targets young consumer group from the age of 19 to 45, and are to find out consumers'tendency to choose black and white clothing and their partial attitudes towards black and white and reasons for this tendency. The statistics colleted from the questionnaires are then analyzed by SPSS statistic analysis, including frequencies analysis, optimal scaling analysis and factor analysis.On the basis of wide investigation and comparative study, the paper proves consumers'inclination of choosing black-and-white clothing, then analyzes the similarities and differences of different consumer groups with individual characteristic choosing black-and-white colors and thereby studies people's attitudes towards black and white and the profound reasons for the attitudes.This paper therefore draws four key elements influencing current popular aesthetic perception, practicability, suitability, commonalty of the black-and-white clothing popularity, unveils the essence of black-and-white prevailing, and structures a relatively complete system of black-and-white prevailing analysis. In closing, this paper brings forward the suggestion on the color design of the clothing and color marketing.