The Research Of College Students’ Garment Consumption Culture

With the continuous growth of number, college students have become one of the mostimportant groups for garment consumption. Enhancing the construction of garment consumptionculture among college students is a systematic project which involves many aspects. However, asthis field of research just has its beginning in our country and there only has few results about it, itis necessary for me to give a further research on college students’ garment consumption culture.The paper discussed the concepts and research results of college students’ garmentconsumption culture. With the basic of studying the character of college students’ garmentconsumption culture in different periods, i took the students in Hangzhou as the research objectand the method of questionnaire investigation and interview on spot were used. The questionnairefocuses on5aspects. Apart from personal basic information, it includes views, philology, act andaesthetic of garment consumption. After analyzing the statistics and investigation, i have apreliminary understanding of the college students’ garment consumption culture.The paper summarizes4characters of college students’ garment consumption culture. Basingon that, i come up with6factors which affect the college students’ garment consumption culture.The basic factor is humanistic atmosphere, the direct factor is economy development, thepreliminary factor is production technology, the main factor is media development, the key factoris aesthetic taste and the decisive factor is living style. Besides, the paper makes a suggestion forthe development of college students’ garment consumption culture, including enhancing the abilityof clothing design and productive level, strengthening the marketing strategy of garment andbrand culture, and intensifying the construction of comprehensive cultural accomplishment. Andthis suggestion can be a reference for the people who undergo the production and design ofgarment, the sales stuffs and customers.The culture of college students garment consumption not only shows the productive level ofgarment industry and the commercial marketing environment, but also reveals the humanisticquality of college students and their consumption demand. This paper can be a reference forpushing the development of college students’ garment consumption culture and help thetheoretical learning of college students’ garment consumption culture in a way. In the meanwhile,it can be enlightenment for advocating college students to establish the green ecologicalconsumption concept.