A Study on the Detection of Semantic Discontinuity between Product Expression and Consumer Perception of Appare

Abstract
Many studies have investigated the semantic difference between designers and consumers in the last decade, but there are few studies on the key vector for semantic discontinuity detection of the product. We interviewed three apparel designers and developed a questionnaire with six different elements. The questionnaire was randomly distributed to 30 consumers, Kappa coefficient does the questionnaire analysis. The results of the study indicate that consumers are more likely to perceive the semantic continuity with a designer's physical product than photography. The results provide a way of effective communication with consumers for designers and allow setting the goals for the intended semantic expression in design, decision-making, and establishing the basis for good communication between designers and consumers in the fashion industry.

Keywords: Clothing code, semantic discontinuity detection, communication