Qingdao Household To Take In Middle-aged And Old Women And Design

Home wear is still a new thing and the home wear industry is more and more attention in china in recent years. Now, china is one of the fastest-growing countries of the world pajamas industry, the rate of average annual double-digit growth, home wear spending over a hundred billion in a year, an annual growth rate of more than30percent, becoming the fastest growing apparel industry varieties and has a broad market space. The home wear target consumer group and market positioning is more fashionable young people, middle-aged women have become an important social component and consumer groups with the acceleration of the process of aging of society, improvement of living standards and the concept of life change, making more and more middle-age women started to pay attention to the home wear, but it is difficult to find a suitable home wear. Therefore, in accordance with the lifestyle of middle-aged women, body feature, dress requirements, and consumer attitudes to the design of the home wear, to become an important subject of middle-aged female the tracksuit consumer market.This paper first analyzed and summarized the development of the operation and problems of the home wear market in Qingdao, then start from the perspective of clothing psychology and consumer psychology, the use of the questionnaire analysis of the333middle-aged women of the Qingdao city home wear attitudes and buying behavior, and they carried out the anthropometric measurements. The paper use SPSS18.0statistical software and Microsoft Excel statistical software to analysis the data. In a accordance with the attitude of their home wearing middle-aged female broken down three types of groups of the fashion iype, practical and pay attention to type. By analyzing the groups of three types of middle-aged women dressing attitude, purchase behavior and body characteristics, and take full advantage of the wearing of the target consumer group home wear needs, develop home wear product development strategy and design programs for middle-aged women in this geographical.The results can be used as the basis of groups of middle-aged women wearing needs of home wear, accurate market positioning and development needs of middle-aged women related products provide a reference for relevant enterprises.