A Study on the Preference of Clothing of College Female Students in China

중국(中國) 여대생(女大生)의 의복(衣服) 선호도(選好度)에 관(關)한 연구(硏究)

Today, China is drawing the attention of the entire world with rapid economic growth that commenced with the opening of its economy. The world recognizes the value of China as a massive market that will eventually lead the global economy in the future. This paper is devoted to basic research on Chinese apparel consumers and is intended to help apparel market developments in China. Its aim is to understand the distinct characteristics of China and to study general apparel designs and purchasing preferences necessary for the development of products that can meet the special needs of Chinese consumers. In addition it identified clothing behaviors to better understand the distinct characteristics of Chinese female college students preferences. The research showed that Chinese female college students preferred achromatic, dark blue, and red colors in decreasing order, and cotton and wool textiles. For style, they preferred designs that accentuated individuality. Also, comfort played an important role in purchasing. Behaviorally, they had strong interests in fashion but valued economic and pragmatic aspects when it came to purchasing, and were not much affected by the desire for identification. From research results, the paper concludes that there is a need for developing comfort-enhancing products for highly individual Chinese female college students, with designs uniquely preferred by them, and valueadded apparel products targeted for upper social levels.