Urban Youth Clothing Life-Span

Clothing is carrier of consciousness and self, it is the inner and outer world communication medium. While the clothing also likes a stage show ego individual. By it we can change the way to convey body image or create social information, use clothing is the most direct way to convey social significance. In the mass consumption society, body has become a kind of consumer goods, through the dress as a carrier, the body needs symbols of value to reflect the status symbol value or personality. Through loading symbols to show the expectations of the good life, clothing is more social meanings. Facing the increasingly diversified styles,personalization, customers' purchase behavior appears more haphazardly and the clothing cycle shortens or satisfaction decrease .This article attempts research from the perspectives of consumption subject, using symbol value theory and the theory of consumer behavior discuss Clothing life-span. It has a vital significance to guiding consumption.This article includes six parts. The first chapter illustrates the research background, reviews the literature both at home and abroad, points out the deficiency in existing research. The second chapter describes the basic situation of the Clothing life-span and changes. The third chapter and the fourth chapter apply the concept of a body image research to social meaning influence on Clothing life-span. The fifth chapter, using limited rationality, researches clothing purchase behavior influence on Clothing life-span. The sixth chapter is research conclusion and discussion.