| Fashion, as a kind of public internally generated a kind of abnormal behavior of social phenomenon, in life are very common, it is everywhere also ever-present, this is we cannot deny and get rid of life status. We dress, language, ideas and actions, etc, are all labeled as a fashion labels, by the world the great relish. With the total social consumption level to rapidly increase and the rise of mass consumption age, consumption mode is a measure of social and economic development and the quality of life of the important performance, the emergence of fashion consumption is also become a kind of necessity, and in the China's market economy turned ugly. Fashion consumption is to point to in consumption activities are expressed in mass to a substance or nonphysical object chase and imitation, it is not only a kind of economic activity, is also a kind of cultural phenomenon. With the planned economy to the market economy transformation and the development of mass media, fashion consumption has become the norm and background of modem life, she not only affect people's consumption choice, and become a social integration power. In modern society, we put in fashion consumption as a sort of identity symbol, is have a face embodiment.Face is a very localized concepts, from the perspective of social psychology, so-called "face" means the individual in the society have achievement and obtain the social status of fame or is that a person via approval of "self" and influential appellation, and "AiMianZi" is an important feature of the Chinese inner personality, is Chinese culture, the psychological phenomenon, in the Chinese consumer life, face is a very outstanding problems, face consumption as a Chinese consumer behavior of a common phenomenon, presents the face of Chinese culture unique influence consumer behavior, the modern western scholars agree that face governing Chinese social behavior of important social concept especially in fashion consumption popular today. We dress in, cars, houses of brand and grade and so on various aspects will attend to face problems, in many cases, no matter we whether they like, when consume will not be conscientious to consider how to others will see themselves. Because of China's cultural tradition of the Chinese psychological AiMianZi shape, so the Chinese in interpersonal always in each other to don't give yourself "face" and give yourself to determine how many "face" of their embrace each other, and the degree of relationship cognitive and evaluation; Meanwhile, interactive both sides in order to promote the relationships, on the one hand, for their self-esteem, on the other hand, for to others "face", will bring the "face" the mask for communication. Consumption in some extent realize people to the communication between the function, so in consumption in not usually.But the fact that scholars and not to face culture and fashion consumption problem given the corresponding value, more lack system, in-depth research, this paper using qualitative and quantitative research methods combining, the system of combing face culture under the characteristics of fashion consumption, using sociological theoretical perspective from the subculture thorough discussion of face of fashion consumption culture status and behavior, through the proposed creative concept model, further analysis face concept, fashion consumption attitude in fashion consumption, purpose and consumption level, and the relationship between introducing class variables inspection face culture and fashion consumption, the relationship between the further enrich and perfect the consumer behavior research of theory and practice, which is beneficial to the Chinese better understand their consumer behavior, establishing the correct consumptive idea, forming a more scientific spending habits. Not only such, nowadays China fashion consumption, there also exist many problems and irrational situation, in this background, the study of face the stronger consumption has practical significance...
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