Empirical Research Between Consumers’ Lifestyle And Clothing Purchase Behaviors Of "after70s-80s-90s"

Costume designing is the most beautiful symbol of social development,with thedevelopment of marketing economy and improvement of life quality, and2centuries’time, lifestyle encounters great change, influencing the costume designing andresearching from purpose and function to categories and skills. Costume designingconcerns adopt people’s good points and avoid their shortcomings, representing socialstatus and roles of different groups while satisfying basic functions includingcomfortable and expressing their own individuality.Consumers of after70s,80s and90s have different values, lifestyle and purchasebehaviors. Most70s’ consumers are temperance and they cherish what comes tothem.80s receive better education and culture, with the globalization and developmentof the Internet, they are more independent and tyring to get rid of bounds, chasingindependence and creation.90s is a fast growing consuming group, they are not just aindependent consuming group, but a great influence of family purchasing.80s and90sare changing to be the core consuming group and most70s have been the backboneforce of the society.So, when facing these three energetic different generations vary inlifestyles,values and consuming habits, what can clothing brands do to communicateand find their own way in different generations. This research tries to make sure thesethree generations’ lifestyles, values and consuming habits, and find the key reasons oftheir clothing purchasing behaviors. There are two parts of this research.The first part adopted four questionares to test70s,80s and90s’ lifestyles, valuesand consuming habits, then using factor analysis and cluster analysis to understanddifferent factors of relative variables.The second part utilized analysis of variance to compare three generations’differences in clothing purchase behaviors, and then give some advices in clothingmarketing.Some conclusions are acquired in this research: (1) Their values can be divided to be social identity and sense of respect andenjoyment, most consumers are greater in sense of respect and enjoyment.(2) Their lifestyles can be divided to be open and harmony, independence andoptimism and sensitive, most consumers are greater in independence andoptimism.(3) Their focuses on clothing properties can be divided to be brands sense,quality and fashion,most consumers are greater in brands sense.(4) Their clothing attitudes can be divided to be impulsive buying, brandsconcerning, objective buying, brands loyalty, decision makingobstacle, perfect buying and entertainment buying most consumers aregreater in impulsive buying, brands concerning and objective buying.(5)70s will not purchase clothes impulsively and do not need others’ opinions,and they do not concern the fashion elements.(6)80s desire for control and they can be more independent to buy what they want,and other aspects lie between80s and90s.(7)90s require the most of others’ respect and admire and they will enjoy thisprocedure, whatsmore, they need others’ opinions to decide. They are willingto enjoy life and they pay more attention to fashion elements of clothing. Ifthey get others’ advices, they will buy cloths impulsively.