Study On Current Situation And Development Tendency Of Wedding Dress In Beijing

With China’s booming economy, people’s living standards and consumption level has been increasing rapidly. The standard of people’s material life rises and seeking for mental satisfaction will become the next step. Nowadays, with the development of the clothing market, the protection of the traditional culture and the increasing of the clothing brand awareness have made the clothing culture attract more and more attention. The clothing market and the brand development are facing new opportunities and challenges.Chinese traditional costume culture needs to carry forward and heritage as one of China’s traditional culture. In recent years, an increasing number of Chinese brands endue themselves the mission of carrying forward Chinese traditional clothing culture, which undoubtedly enriches the Chinese wedding dress market and meets the rising demand of consumer. What’s more, it has great significance to protect and spread Chinese traditional costume culture. With the spread of western culture and the westernization trend of people’s aesthetic concept, western style wedding dress attracts more and more women and it seems to become an indispensable element of the wedding. With the rapid development of China’s fashion industry and people’s increased awareness of protecting Chinese traditional culture, Chinese style wedding dress is now expanding its market share based on its unique national characteristics and become widely favored by Chinese women.The paper adopts market research method and questionnaire method to explore the market status from perspectives of not only style and price but also consumer demand. The research suggests that both Chinese and western wedding dress have significant positions in the market.Consumer demand of different ages and marital status also has a big difference. Consumers generally accepted the culture connotation and symbolic significance of Chinese wedding dress, but most show their dissatisfaction with the present wedding dress market. In Beijing, the wedding dress market changes in recent years from shortage in the initial to today’s saturation. The difference in management and quality of products in these enterprises results in market chaos, disorderly competition and seriously homogeneous products. Chinese wedding dress needs to continue to improve and develop to a higher level from aspects such as design, quality, marketing channels etc.