Thirteenth International Conference on Design Principles & Practices

Abstract

Athleisure is a new fashion trend in the world as it is comfortable and convenient for any kinds of sports activities such as jogging and doing gym exercises. It is also common normal workplace with the addition of fashion trend elements added onto it. Among the athletic products, sports bras are important as it provides support and protection for women’s breasts as well as to reduce breast pain from displacement during doing exercises. However, there is a lack of studies on the relationship between the aesthetic attributes preferences and psychological segmentation from generation Y females in Hong Kong when selecting sports bras. This study recognizes individuals’ preferences in terms of aesthetic attributes of sports bras by evaluating the individuals’ psychological characteristics. The scientific approach on using VALS system and the findings of this project confer to transfer the intangible preferences on aesthetic attributes from the different lifestyle characteristics of young females into tangible and measurable data for recognizing sports bras design elements. It significantly contributes to the sustainable development of sports bras in a new athleisure sector by reducing the inventory of sports bras and extending the product life cycle of well-deigned sports bras.