Research On Visual Preference Of Female Bra Based On Eye-tracking Method

In recent years,with the rapid development of China's economy and the improvement of people's living standards,women are paying more attention to themselves.Among them,the understanding and requirements for apparel are becoming more and more sophisticated,and gradually shifted their emphasis from appearance to the underwear.This transformation has brought huge development space for China's underwear industry market.In the underwear market,the bra is the top priority of underwear consumption,which occupies 60%.For underwear companies,how to understand female consumers' preferences for bra products and put different product portfolios on different market segments is the key to increase their market share.Based on this phenomenon,through literature review,eye-tracking method and questionnaire survey to explore female consumers' preference of different visual perception attributes from the subjective and objective aspects.For better grasp the preferences and psychology of female consumer.First,based on the literatures,this paper analyzing and sorting out the best-selling models of case brands Tmal flagship storel to extracting the visual perception attributes and levels.Then make an investigation about preference for attributes' levels to screen out the visual perception attributes and levels are style attributes(cup shape),color attributes(basic color,light cool color,soft warm color)and decorative design attributes(lace,embroidery,printing).Then,based on the established bra style attributes and levels,design and run the eye-tracking experiment ?.Then study on the key performance index to find a 3/4 cup with center front medium height bra style that most favored by the female consumers.After that,based on the result of the eye-tracking experiment ?,for the bra color attributes and levels,decorative design attributes and levels,the orthogonal experimental design product.,design and run the eye-tracking experiment ?.Study on the key performance index,including entry number,first entry time,fixation point number,fixation rate,fixation time and related images to do the further analysis.The conclusion is when young women consumers choose a solid color bra,the most preferred color is lighter skin,reflecting the young consumers' need for easy-to-wear.In different decorative bras,the lace decorated bra has more significant consumer impact than the other two bras.When young female consumers face 9 orthogonal designs of bra products,they have a higher preferencefor 1/2 cup basic color embroidered bra,3/4 light cool color lace bra,full cup basic color lace bra and 1/2 cup light cool color print bra.Finally,by the analysis of bra visual preference questionnaire,get the preference of young female consumers on the nine orthogonal bras is same with the result of the eye tracking experiment ?.That reflects the eye movement experiments can be more accurately analyze the consumer preferences of bra products.Based on the above findings,we can better understand the consumer preferences of bras,which indicate the direction for bra design and development.Also help enterprises locate market accurately to meet market demand maximally as well as achieve strategic objectives of economic efficiency and sustainable development.