| Following 30 years of economic reforms, China | | | | In order to touch the most active clothing |
| has achieved remarkable success in economic | | | | consumers, a questionnaire was designed for |
| development. Now few economists and | | | | respondents aged 15 to 45. Questionnaire survey |
| marketers doubt that China will evolve into a | | | | was carried out in six cities of China, including |
| nation of spenders. Along with the rising of income | | | | Beijing, Shanghai, Guangzhou, Chengdu, Harbin and |
| level, the purchasing power of Chinese consumers | | | | Xi'an. These are among the largest cities in China, |
| has been increasing rapidly. Clothing expenditures | | | | and are relatively evenly distributed geographically: |
| have also been growing fast. The retail sales of | | | | Beijing in the North, Shanghai in the East, Xi'an in |
| China market in 2007 reached US $ 2970 billion | | | | the Northwest, Chengdu in the Southwest, |
| with clothing's contribution of US $ 150 billion, | | | | Guangzhou in the South, and Harbin in the |
| according to official figures by National Statistics | | | | Northeast. They are the most important cities in |
| Bureau. Kurt Salmon Associates forecast that by | | | | each of the regions respectively in terms of |
| 2020 total clothing consumption of China will be | | | | economic and societal life, and are regarded as |
| about 120% of that of Japan, from current about | | | | fashion centers of die region. These cities are |
| 10% of Japan. It is this market perspective that | | | | considered to be very influential in patterns of |
| has attracted many overseas investors. Many | | | | consumption for other cities in China, thus an |
| international clothing manufacturers and retailers | | | | investigation of clothing consumption may give a |
| are increasingly viewing China as a huge potential | | | | good indication not only of the current situation, |
| marker. | | | | but also future trend for the entire nation. |
| However, the apparel market is very competitive | | | | From the analysis, we can conclude that the |
| and challenging both in manufacturing and in | | | | clothing expenditures of Chinese urban consumers |
| retailing. To conduct effective marketing, it is | | | | are increasing rapidly along with the development |
| necessary to understand the consumption | | | | of China's economy. And, how much money the |
| patterns of the people, and important to have | | | | Chinese consumers are able to and willing to |
| appropriate market segmentation. Some research | | | | spend on clothing tends to be influenced by |
| has been reported in the literature. For | | | | several factors that originate in social, culture and |
| example,Gallup conducted a geographic analysis | | | | economic forces. The geographic differences in |
| and suggested that in China the urban market | | | | clothing expenditures are found significant. |
| was much more important than the rural one. | | | | Significant demographic and socioeconomic |
| Urban residents have higher income and hence | | | | influential variables include age, gender, marital |
| higher purchasing power, and are more | | | | status, education level, occupation and household |
| sophisticated than the rural people. Cities trend | | | | income. Furthermore, the interactive effects of |
| setters and testing grounds for future marketing | | | | geographic location with age, gender and |
| strategies. On the other hand, demographic | | | | occupation have significant influence on clothing |
| analysis indicated that the most promising | | | | expenditures. It is believed that the era of "one |
| consumer segment in China was the young | | | | style fit all" has been history and the Chinese |
| people. It was also found that the younger | | | | consumers are never largely homogeneous.For |
| consumers (aged 15-35) had more experience | | | | example some young people like bape |
| with western products, compared with the older | | | | hoodies,bape shoes,lrg hoodies,10 deep hoodies,ed |
| ones (aged over 35). Regarding the influence of | | | | hardy hoodies etc. It is important that apparel |
| gender, it was reported that young women were | | | | manufacturers and retailers investigate the |
| least concerned about price.And they love the | | | | effects of the determining factors on clothing |
| clothing such as bape hoodies,bape shoes,lrg | | | | expenditures and make effective segmentation |
| hoodies,10 deep hoodies,ed hardy hoodies etc. | | | | marketing strategies. |