A Study of the Consumer’s Preference in the Image of Printing Cloth Design

• Main Authors: Ying-Li Chou, 周盈利
• Other Authors: Ching-Yi Cheng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/36973262728062263327

碩士 === 輔仁大學 === 織品服裝學系 === 97 === In terms of textile printing design, pattern is a primary visual factor in buyer’s purchase decisions and which has been an influential key to market success. In short, textile printing pattern design has to meet various requirements including needs from the designer himself and individual or public requirements for the market. For this reason, we discussed about consumers’ preferences in this research as a reference to designers when setting strategies. There are three purposes for this research: (1) discussions on the characteristics of textile printing design , (2) analyzing the influence of textile printing patterns on sales, and (3) discussions on designers and consumers’ reasons for the degree of preference on printed fabric patterns. Qualitative research approach has been adopted for this thesis and in-depth interviews were conducted for fashion designers and consumers as an individual case of study. Content analysis was used to compare fabric patterns with sale performances of the case company to draw a conclusion for this research. This research shown that fashion designers and consumers prefered flowers patterns and square-faced continuous pattern on structure; all these patterns were acceptable to consumers as long as the pattern was not extremely large or small in size. Hence, this was certain that fabric patterns would affect sale performances and therefore textile and fashion designers can take this research as a reference information.