The influence of lifestyle on clothing consumption

The influences of lifestyle on clothing consumption were discussed in this paper. individual interviews on lifestyle and clothing consumption were conducted for the selected representative consumers. Six categories of consumers were identified on the analysis of the interviews regard to their lifestyle in terms of fashion seekers, health advocators, finance upholders, achievement pursuers, family lovers and life wanders. The lifestyle characteristics of consumer categories were obtained on the basis of investigation. The behavior differences of clothing consumption among consumer categories were compared and. analyzed. The lifestyle oriented clothing marketing strategies could be proposed on the results of this study.