Abstract:

This paper studies the segmentation of the fashion market from the perspective of lifestyle to support the marketing strategies for fashion enterprises. Through factor analysis and K-means cluster analysis, the paper divides Hangzhou fashion consumers into four groups including enjoy shopping and enterprising type, family-loving and fashionable type, rational and confident type, passive and complacent type. Next, the paper studies the demographic factors and consumer behavior using chi-square tests, and draws a conclusion that life-styles of different market segments are quite different in age, occupation, purchasing behavior and purchasing intention. Finally, the paper outlines the typical characteristic of the different groups by correspondence analysis.