The Research Of Development Of Lolita Fashion In Chinese Market

The simple word "Lolita",The formation in the public concept of thinking in ima ge, is more closer to the enchanted "Fairy" in Nabokov's novels,but the Lolita fashion is a completely different concept.In the mainstream social media cognition,the concep t of the Lolita fashion is not very clear,the purpose of this paper is to clear the conc ept of Lolita subculture and Lolita fashion for the mainstream society,and to show t he commercial potential of Lolita fashion by the research of development of Lolita fa shion in Chinese market.By the investigation and research methods used in this paper which are literature research method,functional analysis,case study method,interview method,questionnaire method and experience summary method,I found a large number of Lolita fashion related literature,in Japanese,English and in Chinese.Because of the long-term participation in Lolita fashion group,making the deep interviews with Lolita members,and collecting the questionnaire,I got four research achievements:1.Lolita fas hion as a subculture which includes three important parts,such as "rebellion", "style", "i ncorporation".2.The mode of transmission of Lolita fashion which is rooted in Japan f rom the bottom to the top,and it had been known from the small group to the public,and even over the sea.3.According to the promotion process of Lolita fashion from Ja pan to overseas,leads on the process of the development of fashion market in China.4.According to the questionnaire collecting from the Chinese Lolita fashion group,I anal yzed the characteristics of the Lolita fashion consumer group.In those four research re sults,besides the narration and testimony for the development path of this subculture,th ere are four new ideas include:1.A new definition of modern Lolita fashion.2.The dev elopment path of Lolita fashion in Chinese Market.3.The development path of Lolita brands in Chinese Market.4.The characteristics of Lolita fashion consumer groups.5.Lol ita fashion business prospects.