Abstract: There is an obvious shortage of effective demand in the present domestic clothing market.The reason,for the greater part,is that the suppliers and the consumers have different understanding of the composition of clothing value.The aim of this paper is to explain the economic behavior of clothing consumption in terms of social and culture factors.It creates an entirely new concept of clothing consumption culture and expounds the theoretical basis and the main contents of the concept,which include views,psychology,aesthetics and act of clothing consumption.