城市女性家居服市场及消费特征研究

Probing into the Female Family Clothes Market in Cities and the Consumption Characteristics

中国当前家居服市场不饱和,消费呈两极化。通过对上海服装市场的调查和对消费者在产品质量、款式、服务、价格等消费特征的研究表明,多数消费者愿意购买和拥有家居服,偏好休闲宽松的款式,对家居服领域的品牌来说,有很好的市场前景。

This paper is based on fashion market in Shanghai, and studies the characteristics of consumers in female family clothes market by using questionnaires. In order to supply some information for production layout and market expanding, this paper researches the states and styles of consumers＇ life, their demands for products qualities, patterns, services and prices, their preference of shopping environments and advertising propaganda.