Study On Fashion Consumption Of Urban Women

Contemporary China is in a period of dramatic social transformation, the development shows a clear non-equilibrium characteristics, pre-modern, modernity, post-modernity co-exist in contemporary Chinese society. If post-modern consumerism as one of the signs, then the contemporary Chinese society is in a transition period from modern industrial society to the post-modern consumer society. 1960-70s ,Western consumer society has been formed, China is still in a typical production-led society, until the late 1980s, especially after 1990s, with the gradual improvement of economic development, Chinese society began to show the characteristics of consumerism, and gradually transition to a consumer society. From the twenty-first century, Europe and the United States consumer society matures, the transition of consumer society in China has entered an accelerated period of global economic integration, particularly in the rapid development of information technology and the context of social transformation in China's consumption has obvious features of globalization.Accelerating social transformation in China, the context of white-collar workers - a new social class gradually come into people's field of vision, white-collar consumer attitudes and consumer behavior,on the one hand is the imitation and pursuit of the elite, on the other hand,will on the lower classes to produce a"demonstration effect", so study on this group's consumption will be helpful to understand the concept of China's population development and changes of the current consumption of the basic context and the main trends, secondly, through the consumption of fashion prosperous society analysis of the causes, especially as the main promoters of urban fashion consumer attitudes and behavior of white-collar women,will be helpful to build a scientific and rational ideas which provides the basis for contemporary consumption.The content of the consumption of fashion contains two fields, one is the consumption of superior quality and expensive luxury goods, the second is a stylish fashionable trendy consumptio of goods and services. These two aspects constitute the current fashion consumption, especially the the main content of female white-collar fashion consumption.With the highlights of the status of fashion consumption in the social life, much academic research has aroused the concerns in the different fields. Economics, sociology, philosophy, anthropology, psychology and other disciplines were carried out on consumption from all their points of view, and achieved great success. The study on culture and society of consumer has a special status. Represented by Veblen, Simmel, Weber, Sombart and Jean Baudrillard's theory of Consumer Culture.By questionnaire and individual interview of Changchun female white-collar workers,we know about the age of female white-collar status, education level, income and other basic information, and have summarized the main fashion features of the current consumption by urban women, including fashion consumption herd characteristics, differentiated features and aesthetics characteristics.The reasons of the rise of contemporary urban fashion consumption, include the rapid development of economic and society, the growing rise of mass culture, the stimulus of consumer policy and other aspects.The current urban fashion consumer problems, mainly contain the operation of commercial fashion, and a waste of luxury generalization, such excessive advanced of consumption.The scientific and rational view of fashion consumption,needs to limit fashion consumption to a reasonab lelevel. Only guiding the various consumptions in a scientific and rational way, can be harmony between man and nature coexisted and the sustainable development of contemporary society.