Analysis of Brand Expectations for Chinese Natural Dyes Based on the Kano Model

Abstract

This study aims to apply the Kano model to deeply analyze consumers' psychological expectations, optimize brand image to create designs that are both traditional and modern to better meet consumer expectations, and utilize new knowledge to develop a series of innovative natural dye product designs. The sample consisted of 350 consumers selected through purposive sampling, and data were collected using in-depth interviews and focus groups, analyzed with descriptive statistics and content analysis. The findings reveal that consumers have multi-layered psychological expectations for natural dye brands, encompassing respect for traditional culture, support for environmental concepts, and a pursuit of fashionable design. The brand design and development process based on the Kano model can accurately capture and fulfill diverse consumer expectations, with up to 90% of experts and respondents agreeing with this brand positioning. The innovative natural dye products developed using new knowledge successfully integrate traditional craftsmanship with modern fashion innovation, particularly rekindling interest in traditional natural dyes among young consumers. This study not only provides theoretical support for brand design and development but also offers practical implications for the protection and transmission of traditional crafts and market transformation, contributing significantly to societal value.