Characteristics of Chinese Consumers Related to Clothing Consumption

중국 의류소비자 특성 고찰

The main objective of this study was to develop a basic information base on Chinese consumers related to clothing purchases. Previous studies on Chinese consumers were extensively reviewed and in-depth interviews were conducted with 12 middle-level managers at Korean apparel companies which market their merchandises in China. Combined results from the reviews on previous studies and interviews indicated that traditional values, communism and industrialization are the major forces which shape contemporary Chinese consumers. Industrialization, in particular, accompanied by influx of western culture and economic development, has resulted in wide-spread phenomenon of conspicuous consumption. Thus, brand and brand images appeared to be the most important considerations for purchasing imported apparels. In addition, diversity of Chinese consumers and geographical differences were emphasized, which indicated need for market segmentation. Other characteristics including body measurements also provided implications for fashion marketing in China.