The Development of Thermal Silk Stockings and Their Potential Market in China
Nowadays, more and more girls wear mini-skirts matching silk stockings in winter season. However, ordinary silk stockings are too thin to keep warm. How should the textile and apparel producers develop a new kind of stocking to meet those customers needs both in beauty and warm function? Based on some marketing research and the interviews with the textile experts, a new product development idea to make a type of special thermal silk stockings is presented in this paper. A questionnaire survey is conducted in a university in Shanghai, which is aimed at probing the requirements of stocking purchasing behaviors, preference to the material, thickness and the color, and accepted price scope, and so on. Aimed at providing input references for developing such kind of new product, a series of experiment research programs are specially designed. Firstly, a group of university students are invited to put on different layers of stockings, and their feedbacks are recorded to find out suitable thickness of the new products. Secondly, an exclusive experimental device is developed to gain the data to show the directly relationship between thickness of stockings and effects of keeping warm. Finally, the same device is also used to gain another data of combination of different stockings in diverse material to analyze the relationship between material and effects of keeping warm. Integrated all the findings above, this paper forecasts the whole potential market in China and also contributes as a reference to both product producers and designers.
silk stockings, new product development, questionnaire survey, thickness experiment material experiment, market prediction
Qing Ye Danni Wang Ming Xu
Marketing Department of Donghua University, China Glorious Sun Institute of Management
国际会议
上海
英文
1142-1148
2009-05-27（万方平台首次上网日期，不代表论文的发表时间）