Based On The Research Of The Popular Casual Wear Market And Consumer Behavior In The Beijing-Tianjin Region

With the improvement of living standard in our country,the clothing market has occupied a huge share of economic market in China.Due to wide range of audiences and a variety of products,the market of public casual clothing comes out on top in the highly competitive and diversified clothing market with a large number of brands.Although casual wear industry has a huge development potential,according to the National Bureau of Statistics,the profit rate of garment industry has been decreasing or even losing in China.In many international leisure brands competition situation,it's necessary for China's public leisure clothing enterprises to grasp the market.The public leisure apparel market in Beijing and Tianjin area is analyzed in this article,and by the long-term tracking and research for six representative casual clothing brands,the stores' sale methods of public casual clothing is analyzed and the influences to the consumer behavior is studied.Find ways to enhance the quality of the domestic public casual wear market,help the public leisure apparel companies grasp market trends,develop right marketing strategies and reasonable investment strategies.Through the investigation and comparison of six stores:Jeanswest,Metersbonwe,Semir,YISHION,Baleno and Uniqlo,these stores' display methods and promotion methods is analyzed.Than collected data on the behavior of consumers by questionnaire,used EXCEL and SPSS software to analyze data.The results showed:store display has positive effects on consumers' purchasing behavior;The most influential factor in the display is the display of merchandise mix in the store,followed by the shop window display,model group display and store layout;The promotion methods of the six public leisure clothing stores are almost same,which are mainly divided into new products promotion,holiday promotion and seasonal promotion,but the promotional methods in the same period with different brands are not same;The promotion strategies have a significant impact on the pre-purchase behavior of consumers.According to the above,the paper gave the marketing management strategies to improve the public leisure clothing brands by combining the influence of consumer behavior factors.