IDENTIFICATION OF CONSUMER PREFERENCES IN THE DESIGN OF CLOTHING WITH NATIONAL DECORATIVE ELEMENTS

Abstract

Abstract. The article considers the results of a marketing study aimed at identifying the preferences of women in a wardrobe suit with decorative elements. After all, the best way to preserve our national values and spread them to the general public is to show them in the wardrobe. One of the urgent issues on a national scale is the transfer of values to the next generation, the expansion of production in the state, the creation of a diverse new range of clothing. In addition, the development of tourism is based on an increase in the diversity and quality of objects reflecting national values. The respondents were asked questions about the assortment and composition of the costume. The most convenient silhouette solutions, constructive and functional elements of the top of the suit and trousers with national decorative elements are determined. According l to the results of the survey, the most attractive decorative elements for the consumer were identified by region. At the same time, the consumer answered the questionnaire questions, linking them with the social and economic past, productivity, which in the future will help the designed clothes become ideal in all respects. Thus, the importance of creating a costume design that ensures aesthetics and functionality is justified. The aesthetic design of the costume should emphasize the advantages and the coloristic design should provide psychological comfort.