Research On The Characteristic Design Of Maternity Dress Based On Mothers-to-be Of The 80's Generation

After Two-child policy proposed in 2015, the pregnant woman and baby supplies sales market began to usher in a small peak. With the growth of the mothers-to-be consumer groups, the corresponding demand for clothing and products is also growing fast. Coupled with the change in their purchase behavior, maternal and infant industry began to regulate. Now important category reorganizes and integrates,maternity dress brand faces greater opportunities and challenges. The consumer group of the mothers-to-be of 80's generation not only need comfort and functionality, but also require individual difference and vogue for the maternity dress. Therefore, in order to better meet the needs of the mothers-to-be consumer group, it is necessary to design the clothing through the targeted analysis of pregnant women combined with the current situation of the brand and the change of the consumer demand.The study finds that the demand for the mothers-to-be of the new generation consumer group is more and more obvious, which by means of the investigation and observation based on the consumer demand of the expectant mother group. First the paper analyses the development of maternity dress brand. As the major consumers,the mothers-to-be of the 80's and 90's generation have undergone great changes in their concepts compared with the 70's. The change of consumer groups directly lead to the design changes of maternity dress. Secondly, the paper analyze the characteristics of the maternity dress, points out that maternity dress characteristics are the external manifestations of pursuing for differentiation and uniqueness for the mothers-to-be. And this paper summarizes the characteristics of maternity dress,including the diversification of products, design differences, precise crowd positioning and sense of belonging on the brand. This paper summarizes the theory of consumer demand, organizes the characteristics and influencing factors of the consumer demand of the expectant mothers, which Laying the theoretical foundation for research of the design of maternity dress. This paper divides the mothers-to-be ofthe new generation into three representative groups according to the consumer demand through investigation, interview and observation of the mothers-to-be group.One kind demand the variable fashion show. One kind is the workplace elite type,who require a decent quality. And the third kind still preserve traces of childishness,who require childishness and loveliness. This paper finds the basis for the design of the maternity dress through the comparison with the characteristic demand tendency between the three groups. Finally, the method of design is refined combined with the previous analysis. Then reasonable design scheme is proposed in accordance with the needs, characteristic preference of different groups and the results of the research,which provides a reference for the brand.