Research On Market Segmentation And Design Trend Of Chinese Female’s Sports Clothing

At present,some foreign sportswear brands accelerate to seize the Chinese sportswear market share, which increased fierce competition among domestic sportswear brands. In order to help the local sports apparel brand more accurately to find a place in the market, meet the consumer’s differences demand in the segment market, make the domestic female’s sportswear brand more competitive, we need to understand the differences of demand in Chinese female’s sportswear segment market, to make clear the position in the market. After that, we could provide some valuable advice for local companies in designing the women sportswear. In this paper, the specific study content is as follows:(1) Analysis the relationship with market segmentation and consumer demand and the three elements in sportswear designing.(2) Through analysis some foreign sportswear brand which enter the Chinese female’s movement clothing market, summarize a series strategy, such as digging the difference among female consumer demand, improving the whole experience include product innovation,brand marketing strategy and digital technology. All above can effectively enhance competition in Chinese female’s clothing market segment. What’s more, using product strategy of improving product experience will more suitable according to the situation of local sportswear brand in our country.(3) With the help of the method of questionnaire survey, factor analysis and cluster analysis method, we make a survey including the female consumers’ attitudes to sport, the attitude to sports product, the attitude of life values and etc. The Study shows that the female’s sports buyer in Chinese clothing market segments can be subdivided into five types.The meet demands of consumers who have significant difference, consumers are “simple guide exercise to lose weight”, “trend of follower”, “group oriented campaigner”, “brand orientation of fashion” and “traditional oriented campaigner”. The develop potential is as follows: brand orientation of fashion > trend of follower > simple guide exercise to lose weight > group oriented campaigner > traditional oriented campaigner. Among the five, thebrand orientation and the trend follower influence have more weight in influencing the women sportswear design trend.(4) Based on the research above, this paper puts forward a point that the design tendency of female’s movement clothing mainly sportswear is fashion changed, together with is the diversity of clothing function. Consider the perspective of the three elements of clothing design, three design suggestions is: pay more attention on color design of female’s sportswear;using more women sportswear fabrics application and technique; enhance the diversity of female’s movement clothing modeling design.(5) With all the conclusion after the research above, we designed four suits of women sportswear, to provide reference for businesses and consumers.