Study on the demand of Hardshell jacket users based on KANO-AHP model

The growing demand for outdoor sports has intensified the need for technological innovation and design development in outdoor apparel. This study systematically analyzed user demands and the importance of design elements for hardshell jackets, a type of outdoor clothing, to enhance user satisfaction. Specifically, the study was conducted in two stages. First, the Kano model was applied to analyze 15 user demands for hardshell jackets, classifying them into three quality attributes: Must-be Quality(M), One-dimensional Quality(O), and Attractive Quality(A). Second, the Analytic Hierarchy Process (AHP) method was used to construct a judgment matrix from the collected data, calculate the weights of design elements, and determine their priorities. The analysis revealed that among the Must-be Quality(M) attributes, “waterproofing, moisture resistance, and breathability” were the most critical factors, highlighting the fundamental purpose of hardshell jackets to protect users in extreme environments. Therefore, these functionalities should be prioritized in the design of hardshell jackets. At the same time, practicality, innovation, professionalism, and cost-effectiveness should be harmoniously integrated to meet diverse user needs. By presenting effective and practical design solutions, this study contributes to enhancing user satisfaction and advancing the practical application of outdoor clothing design.