Knowledge-Based Customers´ Desirability Acquisition of Clothing

With emphasis on customer demands in clothing manufacture and marketing, the acquisition of customer desirability has secured recognition by more and more people in the early stage of the clothing design. In this paper, clothing is defined and represented by the form of the design knowledge hierarchy structure (DKHS) on the basis of the designers´ knowledge. The customer´s desirability, which is useful to the further design and important to the customization trend in the clothing industry, is elicited by the conjoint analysis (CA) method. A case study of the women´s overcoat is used to explain the whole process.