Research Of Clothing Brand Selection Based On Lifestyle

Clothing brand marketing can no longer rely on the heavy investment of advertising,and it has become a new topic that clothing brand marketing should on account of the study on the lifestyle of consumers.Based on the summary of the existing papers of lifestyle,clothing brand and the relationship between lifestyle and clothing brand selection,this paper builds a model of the influence of lifestyle on the choice of clothing brand.And then this paper constructs the lifestyle scale,the clothing brand selection scale,the demographic scale,and the clothing brand selection scale in specific situations needed for the survey.For the four scales,the data of the consumer situation was obtained by using the questionnaire survey method.The data is analyzed by SPSS19.0 software,we come to the following conclusions:(1)Through the factor analysis of lifestyle,we get the four factors of “focus on self,pursuit of quality factor”,“focus on information,social leisure factor”,“rational consumption,avant-garde fashion factor” and “family career,paying attention to current factor”.According to the results of the factor analysis,the sample consumers are divided into four types through cluster analysis.They are “self-type that emphasizes career and family”,“rational type that follows fashion and trends”,“social type that focuses on information and family” and “self-type against social and environmental”.(2)The linear correlation between consumers with different lifestyle and clothing brand selection is weak,and consumers with different lifestyle have significant differences in clothing brand selection.Demographic variables have a significant impact on lifestyle and clothing brand choices.Consumers with different lifestyle have significant differences in the choice of clothing brands in specific situations.