Explore the Critical Kansei Quality of Fashion Design

Abstract

Facing global competitive market, designers are required to seek original essence from their own culture and build a unique cultural identity to increase their product value and competitiveness. To help designers build the Chinoiserie fashion, the consumers’ cognition and preference for Chinoise fashion design are discussed. To discover consumers’ “typicality effect” and emotion perception for Chinoiserie fashion, the in-depth survey based on interviews and questionnaires was conducted. Subsequently, Kansei engineering was used to delve into the different effects of emotion factors on Chinoiserie dress, and the critical emotions were identified to better understand consumer requirements and enhancing. This paper summarizes the factors (e.g., conventional, formal and gentle) in the evaluation of the design of the cheongsam dress. It is found that each design factor impacts the evaluation of Chinoiserie image to different extents. The results here suggest that there is indeed a different design factor classification relationship between each perceptual evaluation factor item and Chinese imagery. In the meantime, the various factors and the Chinese imagery charm display different emotion relationships. To help designers build the product of Chinoiserie style, the consumers’ cognition and preference for Chinoise fashion design were explored.