丝绸2025，Vol.62Issue(5)：34-44,11.DOI:10.3969/j.issn.1001-7003.2025.05.004
消费驱动下蒙古族服饰"时装化"设计需求分析
Analysis of the demand for "fashion-oriented" design of Mongolian clothing driven by consumption
摘要
Abstract
Mongolian clothing,as a key representation of nomadic garment culture,encapsulates a wealth of local knowledge through its design.Rich in ethnic elements and traditional craftsmanship,it serves as a comprehensive reflection of the Mongolian people's lifestyle,environment,and ideological values.It plays a crucial role in preserving and advancing cultural heritage.However,with the rapid pace of urbanization and changing living conditions,the functional aspects of traditional Mongolian attire,originally designed for a nomadic way of life,have become increasingly mismatched with modern urban living.Consequently,the preservation and transmission of traditional Mongolian clothing in the face of modernization has become an urgent challenge. A consumption-driven approach to analyzing the "fashionization" of Mongolian clothing can more accurately reflect consumer preferences and market dynamics,offering a market-oriented direction for the design of Mongolian ethnic fashion.This approach aims to retain the aesthetic qualities of traditional Mongolian attire while enhancing its practical and aesthetic appeal to meet modern consumers' demand for garments that blend ethnic characteristics with contemporary fashion trends.This has significant practical implications for the inheritance,protection,and promotion of Mongolian clothing culture,as well as the development of related industries. This study applies the AHP(analytic hierarchy process)method to determine the relative importance of various consumer demands in Mongolian clothing design.A multi-level evaluation system is constructed to break down the problem into hierarchical levels for systematic comparison and trade-offs,clarifying the relative significance of different design requirements.Additionally,the Kano model is employed to categorize the demand elements into five categories:basic attributes,expected attributes,attractive attributes,indifferent attributes,and reverse attributes.This classification effectively captures the relationship between product quality and user satisfaction.Questionnaires and interviews are conducted to for each design requirement.Data are collected at "Da Shu Mongolian Clothing".This physical store's business model allows for more direct consumer interaction,providing valuable firsthand feedback on consumer preferences regarding the fashionization of Mongolian clothing.A total of 278 valid responses are gathered,including 31 on-site questionnaires and 247 online questionnaires.The survey reveals that the target consumer group is relatively young,well-educated and fashion-conscious,and has considerable purchasing power. Based on the analysis of the questionnaire data and the application of the Kano model's Better-Worse coefficient analysis,this study identifies the degree of impact each requirement has on consumer satisfaction,providing a foundation for prioritizing design features.This study integrates the AHP and Kano models to conduct a comprehensive analysis of consumer demand for the fashionization of Mongolian clothing.By employing both quantitative and qualitative research methods,the study explores the preferences of various consumer groups and proposes design optimization strategies that blend traditional culture with modern aesthetics.The findings provide new theoretical insights and practical guidance for the innovation and development of Mongolian clothing. The results reveal that consumers have diverse design needs when it comes to Mongolian clothing.Basic attributes,such as fabric quality,durability,functionality,historical tradition,cultural depth,and craftsmanship,are essential for enhancing consumer satisfaction.Expected attributes,including creative style,harmonious color schemes,distinctiveness,cultural features,modern design,and personalized customization,are key to fulfilling consumers' individual aesthetic preferences.Attractive attributes,such as vibrant colors,fashionable elements,and artistic style,though not essential,can significantly boost consumer satisfaction and appeal. Different consumer groups—classified by gender,age,and income—demonstrate varying preferences for the "fashionization" of Mongolian clothing.Men tend to prioritize unique design and novelty,while women emphasize color coordination,cultural depth,and durability.Younger consumers are drawn to fashionable and personalized options,while older consumers value comfort and cultural significance.Income levels also influence consumer preferences:lower-income consumers focus on practicality and cost-effectiveness,while higher-income consumers are more inclined to appreciate historical traditions,cultural depth,craftsmanship,and eco-friendly materials. Building on the consumer preferences identified in this study,targeted improvement strategies are proposed.These include optimizing essential product attributes,incorporating eco-friendly elements,preserving and promoting valuable ethnic culture,and segmenting market demands for precise targeting.Such measures will help align with the diverse expectations and preferences of consumers,so as to foster the sustainable development of Mongolian clothing within the modern fashion market.The research findings and proposed strategies offer new theoretical insights into the inheritance,development,and innovation of Mongolian clothing culture,while also providing practical guidance for the relevant industries. Furthermore,due to challenges in identifying and defining potential consumer groups,the data may not fully capture the needs of these emerging segments.Therefore,future research should focus on better defining potential consumer groups and developing an evaluation model to accurately assess their demands.Future studies could address these limitations by expanding the sample size,balancing the distribution,and gathering feedback from a broader range of consumers,which would strengthen the reliability and persuasiveness of the findings.关键词
Kano模型/层次分析法(AHP)/蒙古族服饰/时装化/设计需求/属性分类Key words
Kano model/analytic hierarchy process(AHP)/Mongolian clothing/fashion-oriented/design requirements/attribute classification分类
轻工纺织引用本文复制引用
木斯,王帅,张金滨,王赫德..消费驱动下蒙古族服饰"时装化"设计需求分析[J].丝绸,2025,62(5):34-44,11.基金项目
国家社会科学基金艺术学项目(21CG190) （21CG190）
内蒙古师范大学引进高层次人才科研启动金专项资金资助项目(2025YJRC026) （2025YJRC026）
