| Shanghai is the largest city along the southeastern coast of China. It is China's economy, financial, trade and shipping center. Its special geographical location, long history and tradition, full-bodied flavor of fashion and Unique culture had brought about a profound impact on the life of people who living here. So did to post-80's female students. In order to study the dress features and psychological characteristics of post-80's consumer groups in Shanghai's unique geographical environment and cultural characteristics, this topic take post-80's female university students in Shanghai as the object, summarized and analyzed the quo of their dress and the impact factors of psychological through long-term continuous observation, questionnaires, photo collection, random interviews, and data statistics. Through this research, we find out that most post-80's female university students in Shanghai long for beauty, they also have higher aesthetic level, higher awareness of brand, and also have a higher pursuit of individual self-expression. They often dress in black and white gray, advocate to mix-match casual, and have shown the characteristics of diversity and hierarchical in their personal style. Their psychological characteristics in dress affected by the growth background factors, economic factors, social and cultural factors, values outlook, interests, attitudes and lifestyle factors, personality factors, self-consciousness factors, interpersonal factors, group factors, social role factors, epidemiological factors and so on. The post-80's female university students who living in Shanghai, can be relatively free play on showing their own personality characteristics. At the same time ,because of the constraints by various objective factors, as well as they have higher qualifications and a more rational and common sense, allowing them to dress a choice between ideal and reality can be to find a balance, to keep more rational frame of mind.
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