Casual Apparel Consumer Culture

With the approaching era of leisure and the increasingly important of the consumption in the socio-economic and cultural life, casual clothes and consumption culture came to the attention by scholars.In this paper, author through the study of the casual clothes theory and consumption culture theory, analysis and define the concept of the consumption culture of casual clothes: casual clothes's consumption culture is the reflection of the consumer's casual clothes' consumtion practice. It includes three levels of content: the surface layer, the core layer and the link layer. Specific respectively, they refer to casual clothes' consume targets, consumption concept and behavior patterns.Based on the existing research results of the casual clothes and apparel's consumption culture, study the casual clothes' consumption culture of Qingdao people, make a preliminary system theoretical study and practical exploration of the casual clothes' consumption culture.Specific implementation process is: first, conducted a questionaire survey of the Qingdao's casual clothes market; thus, make a preliminary analysis of its casual clothes consumption. Analysis and summary the preliminary findings concluding which are from the questionaire survey on the three aspects of the casual clothes consumption's concept, and in-depth analysis from the social and cultural view, explore the underlying reasons. Finally, analysis its impact for Qingdao's casual clothes' consumption culture from Qingdao's city culture, economic status, demographic composition and the people's lifestyle.The research data and results of this paper can provide very valuable information for Qingdao's casual clothes enterprises to develop marketing strategies.