Research On The China Chic Strategy Of Clothing Brands And Its Influence On Consumers’ Purchase Intention

With the continuous enhancement of China’s economic strength and comprehensive national strength,people’s awareness of cultural self-confidence has generally awakened,and all walks of life in China have entered a new era of cultural innovation.The concept of "China chic" also came into being in this era background and quickly exploded in a short time,which caused a wide discussion among domestic people.As the forerunner of the China chic,more and more clothing brands have launched the China chic strategy to attract more local consumers.However,China chic clothing market is still in its infancy,consumers have not yet got a clear concept of China chic clothing,and brands also have the problems of blindly following the concept of China chic,increasingly similar product designs and no innovation,which further aggravates consumers’ prejudice and resistance to China chic and hinders the development of China chic clothing.Therefore,it is of great guiding significance for garment enterprises to understand the true meaning of China chic clothing and the influencing factors of consumers’ willingness to buy China chic clothing.This paper takes China chic clothing as the research object to explore the influencing factors of consumers’ willingness to buy China chic clothing.Firstly,through the way of market research and literature research,the current China chic clothing is classified according to different classification standards and the pattern of China chic strategy of clothing brands is combed;Secondly,through the grounded theoretical analysis of the data of in-depth interviews,the influencing factors of clothing consumers’ purchase intention in China chic are extracted,and the theoretical model of this paper is constructed and assumptions are put forward.Design a questionnaire based on the theoretical model and analyze the collected data to verify the model and hypothesis;Finally,the case brand’s China chic strategy is empirically analyzed,and combined with the research conclusions,some optimization suggestions are put forward for H brand’s China chic strategy.The main research contents are as follows:(1)China chic strategy model and classification.By combing the existing China chic cases,this paper summarizes the basic model of brand China chic strategy,and based on literature research and market research,divides the China chic clothing brands into three categories,and classifies the China chic clothing according to different classification bases from the perspective of China elements and gives examples.(2)Construction of theoretical modelThrough in-depth interviews,the original materials were obtained and three-level coding was carried out by using grounded theory.A theoretical model with physical attributes,design attributes,hedonic attributes,brand assets,marketing operation,cultural identity,national feelings and external factors as independent variables,consumer attitude as intermediary variable and purchase intention as dependent variable was constructed.Based on this,a hypothesis was put forward and a consumer survey questionnaire was designed.(3)data analysisUsing SPSS software to test the reliability and validity of the data collected by the questionnaire and a series of statistical analysis such as descriptive analysis,correlation and regression analysis to verify the hypothesis put forward,and draw the following research results.:(1)Physical attributes,brand assets,cultural identity and external factors all have significant positive effects on purchase intention.(2)Physical attributes,design attributes,hedonic attributes,cultural identity and external factors all have significant positive effects on consumers’ attitudes.(3)Design attribute and hedonic attribute indirectly affect the purchase intention through the intermediary variable of consumer attitude.(4)Suggestions on the China chic strategy optimization of case brand.Taking H brand as a case,this paper makes an empirical analysis of its national tide strategy from four aspects: brand building,product design,promotion and purchase experience,and provides optimization suggestions from three aspects of product design,brand promotion and purchase experience: fully tap China elements and continuously optimize product attributes;Clarify the value of brand concept and innovate the form of publicity and promotion;Expand sales channels and optimize consumers’ buying experience.