Shanghai Women 's Lifestyle And Clothing Marketing

In21century, women’s positions are getting more and more important across all levels in our society in every way. Women have big power of decision making in terms of family or personal expense. At the same time, women are also getting big influences on purchasing decisions in their work. By the rapid economic growth of China in recent30years, people put a lot of attention on Chinese female consumers. The big trend of women’s marketing is so obvious that each marketer can not ignore in the field of consumer behavior.This article has the related documentation and discussion of lifestyle and self concept, which is also trying to use both lifestyle and self concept, by using questionnaires, as the tools to find out the significant difference between female consumers on their apparel buying behavior. Based on the findings of the different traits for each women group, in the last chapter it proposes a multibrands apparel branding strategy, which also considered the current apparel marketing situation.