Garment business for many years to do your apparel industry garment culture you know how much? Have you ever thought of the link between clothing consumption and lifestyle? Clothing consumption and people's lives there is an inextricably linked! People's choice of clothing apparel brand to be affected by their lives, and apparel brands can also reflect and promote different lifestyles. The value of apparel marketing is to stimulate consumers to expect changes in behavior, so apparel marketers have to grasp the consumer's inner psychology and its rules of behavior, especially its stable behavior patterns. The apparel companies according to the behavior patterns of target groups to change their behavior, become consumers favorite apparel brand, and then to win the consumer response to the good behavior. So, apparel marketing is a two-way behavior change, its essence lies in apparel marketers and consumers based on psychological acceptance of the interaction. Clothing consumption and lifestyle, refers to a consumer as a natural how to carry out clothing consumption, especially how to make clothing consumption become a stable part of their way of life, understanding these is the premise of how to understand the role of apparel marketing. (1) Every consumer usually has a reason for the initial behavior of a certain kind of clothing consumption. Often, the reasons are often obvious when one first purchases a new brand of apparel. However, if there is no major problem Or strong stimulation of new information, the second and third time when people buy the same apparel brand, this impulse to find reasons will be weakened, and the gradual formation of behavioral habits. (2) People in the process of clothing consumption reason, in addition to this product is good, more importantly, the product does not match, that is, it is consistent with other things in our way of life. Matching is the premise of different consumer behavior to form a lifestyle. (3) People in the process of clothing consumption will continue to create the reasons for questioning their original rationality. Generally, the higher the consumer satisfaction, the higher the chance of questioning, because the expected growth rate is far greater than the sustainability of product satisfaction, while the less satisfied with the product just after the purchase may regret. (4) The most important source of self-doubt is the stimulation of people by other information. New brands, new designs, new packaging, etc. Consumers who are always in an open environment feel that their original buying behavior does not adequately meet their value needs, and that the value need itself is constantly growing. (5) People are always trying out new reasons for clothing consumption. Even without any new information stimulus, people still think there is a change in dress and image to increase the richness of life. (6) The collapse of the entire lifestyle is often triggered by changes in one of the key consumer behaviors. In general, we conduct conventional consumer behavior consistent with the original way of life, but at some times, for some special reasons, if consumers buy clothing products do not match the original dress style and lifestyle, which is the point It may just as he / she set out to start a new life style, and then he / she will slowly increase the connection with this new behavior and clothing consumption, resulting in a new dress style and way of life. (7) If the majority of the entire lifestyle has been changed, such as what cars were originally bought, what houses to buy, what to wear and what cell phones to use, changes have taken place. Difficult to maintain long-term. (8) Few clothing consumption behaviors can be repeated for a long time. Can not be repeated because of the uniqueness of fashion products on the one hand the prevalence and variability, on the other hand, marketers do not want to always provide consumers with the same things as before, and do not want to provide the same important reason is that competitors always want to provide New product
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