Fashion Consumption Characteristics Of Urban Young Professional Women Groups Studied

With the rapid increase of overall social consumption level of China and the rise of mass consuming era, consumption pattern has become an important measure for socio-economic development and the quality of life. The emergence of fashion consumption is a necessity and becomes more and more prosperous in China's market economy today. Fashion consumption is not only an economy behavior, but also a cultural phenomenon.In the consuming world today, the spending of fashion consumption has taken the lion's share in the consumption field. In essence, fashion is more than just a style or a behavior, it is also a symbol and a culture. In modern consumer society, young people are the main group of fashion consumption; they are leading the fashion trend. Their consumption behavior has had a huge influence onto the fashion consumption of the whole society, and cannot be neglected by the scholars of the modern consumer sociology, consumer economics and consumer psychology.With the improvement of young professional women's economic status and their increasing consuming power, their huge boosting force to the fashion industry definitely cannot be ignored. Moreover, studies on the fashion consuming phenomenon of young professional women have gradually attracted many scholars' attention home and abroad.This article has taken the behavior of a series self-designation and self-expression relying on the symbolic attribute of fashion consumption as the breakthrough point.On this basis, the article takes the young professional women in Changsha City as the object of study.investigating the fashion consumption behavior of this group from the consumer sociology and social psychology perspective.First of all, the author tries to define fashion conbiming the research achievements by Western and Chinese scholars and the author's personal study during the past two years.Secondly, this paper focuses on the empirical study on fashion consumer behavior of young professional women in Changsha City. According to the investigation: the fashion consumption of young professional female has highly symbolic comsuming feature, this group has difference and divide on the basis of the its general character to fashion pursue, and the fashion consumption of young professional women have already had strong social identities.