Clothing Marketing Based On Consumer Lifestyle

The clothing marketing strategies based on consumer lifestyle were dicussed in the thesis. In the thesis,the development of marketing theory and the influence of marketing on clothing industry were reviewed, the concept of lifestyle and lifestyle marketing were put forward on the basis of pre-research on lifestyle. The possibility of and the need for lifestyle marketing in domestic clothing industry nowadays were discussed.Individual interviews on lifestyle and clothing consumption were conducted for the selected representative consumers. Six categories of consumers were identified on the analysis of the interviews regard to their lifestyle in terms of fashion seekers, health advocators, finance upholders, achievement pursuers, family lovers and life wanders. The lifestyle characteristics of consumer categories were obtained on the basis of investigation. The behavior differences of clothing consumption among consumer categories were compared and analyzed. The clothing marketing strategies based on lifestyle could be proposed on the results of this study. The case of Polo Ralph Lauren was studied, which succeeded in carrying out lifestyle marketing of clothing.Finally, fashion seeker category was chosen to be the target consumer and clothing marketing based on consumer lifestyle was designed on one lady brand practically.