Journal of Textile Research ›› 2019, Vol. 40 ›› Issue (04): 165-169.doi: 10.13475/j.fzxb.20180604005

• Management & Information • Previous Articles     Next Articles

Features of professional female fashion consumption in Beijing

WANG Siyu, NING Jun()   

  1. School of Business, Beijing Institute of Fashion Technology, Beijing 100029, China
  • Received:2018-06-11 Revised:2018-12-25 Online:2019-04-15 Published:2019-04-16
  • Contact: NING Jun E-mail:biftnj@163.com

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Abstract:

In order to study the behavioral characteristics of municipal professional females in fashion consumption, based on the analysis of fashion consumption reports and theoretical research in recent years, this paper adopted factor analysis, correlation analysis, and other empirical analysis methods to explore professional women's fashion choice and consumption psychology in Beijing area by means of questionnaire survey. It is found that professional women of different ages and different education backgrounds have different fashion trends. With the increase in income, the range of brand choices is also expanded, so that women consumers have the capability of selecting products showing their unique personality. The consumer psychology reflected by female consumers' fashion consumption behaviors are pursuit of trend, herd mentality, personality expression, self-care, information sensitivity. Fashion consumption has gradually become a way of life for female consumers.

Key words: fashion consumption, individuation, professional female, consuming behavior

CLC Number: 

  • F713.52

Tab.1

Consumers' preferences for apparel selection in different age groups%"

年龄/岁 偏好占比
重奢 轻奢 原创 中端 快时尚 无所谓
≤30 0.8 11.0 16.1 26.3 21.2 24.6
31~35 0.0 17.8 9.4 46.9 19.8 6.3
36~40 0.0 20.4 12.9 32.3 18.4 16.1
41~45 0.0 16.2 10.8 35.1 16.2 21.6
46~50 3.6 17.3 5.5 31.8 12.7 29.1
≥51 3.6 21.4 3.6 21.4 17.9 32.1

Tab.2

Consumers' preferences for apparel selection in different qualifications%"

学历 偏好占比
重奢 轻奢 原创 中端 快时尚 无所谓
高中、中专 0.0 1.9 5.8 34.6 21.1 36.5
大专 0.0 15.0 0.0 35.0 18.3 30.0
大学本科 1.8 13.7 12.9 25.0 23.4 23.2
硕士研究生 2.6 25.0 19.2 25.0 7.7 20.5
博士及以上 7.1 7.1 28.6 28.6 7.1 21.4

Tab.3

Consumers' preferences for apparel selection in different income%"

月薪/元 偏好占比
重奢 轻奢 原创 中端 快时尚 无所谓
≤3 000 0.0 5.0 10.0 30.0 20.0 35.0
3 000~5 000 0.0 7.8 7.8 31.4 18.6 34.3
5 000~8 000 0.0 11.1 11.1 27.8 23.6 26.4
8 000~10 000 0.0 19.4 16.1 19.4 12.9 32.3
10 000~15 000 0.0 22.4 12.2 36.7 16.3 12.2
15 000~20 000 1.0 25.0 20.0 20.0 20.0 14.0
20 000~30 000 5.0 33.3 22.2 22.2 9.1 8.1
≥30 000 22.2 22.2 11.1 22.2 10.0 12.2

Tab.4

Access to fashion information%"

获取时尚信息的方式 选择占比
微信等社交软件 72.19
抖音等视频软件 17.55
时尚品牌的媒体宣传 36.75
时尚品牌的传统宣传 21.19
主动追逐流行趋势 15.56
其他 2.32

Tab.5

Importance factors of buying fashion brands"

重视因素 选择占比/%
品牌知名度 19.87
设计风格 55.30
品牌文化 12.91
品牌发源地 1.99
店铺陈列 0.66
代言人/广告模特 0.66
舒适度 52.32
价格 42.72
服务 9.27
质量 65.23

Tab.6

Different levels of quality choose the quality, design style, degree of comfort"

年龄/岁 质量 设计风格 舒适度
计数 占比/% 计数 占比% 计数 占比%
≤30 79 62.7 82 65.3 67 52.5
31~35 24 59.4 29 75.0 15 31.3
36~40 26 67.7 26 67.7 17 38.7
41~45 28 62.2 22 45.9 21 43.2
46~50 47 76.4 22 30.9 41 65.5
≥51 23 60.7 16 39.3 27 78.6
总计 227 65.2 197 55.3 188 52.3

Tab.7

Interpretation of total variance"

成分 提取载荷平方和 旋转载荷平方和
总计 方差百
分比/%		 累积/% 总计 方差百
分比/%		 累积/%
1 5.204 26.019 26.019 4.829 24.146 24.146
2 2.420 12.099 38.118 2.110 10.548 34.694
3 1.936 9.678 47.796 1.767 8.836 43.530
4 1.260 6.300 54.096 1.703 8.516 52.045
5 1.014 5.071 59.167 1.424 7.122 59.167
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