MARKET RESEARCH OF CONSUMERS OF THE COAT RANGE GROUP FOR MIDDLE AGE WOMEN

This article presents the results of a study conducted among middle-aged women in the city of Shymkent in order to determine the correspondence between supply and demand for the coat assortment group. Special attention is paid to the middle age group, exploring their fashion preferences and expectations. Data collection was carried out using a developed questionnaire and survey methodology aimed at the female population of working age. During the survey, the most preferred range of outerwear was identified and a comparative analysis of the assortment was carried out in four directions: product type, silhouette, shape and length, structural and decorative elements and decoration. The importance of the use of decorative finishes affecting the attractiveness and functionality of the coat assortment group has been determined. As a result of the research, a collection has been developed that reflects the modern requirements of the middle-aged outerwear market, integrating innovative design solutions and consumer preferences.