Consumption characteristics and demand tendency of children's wear in China

This paper reports a study of consumption characteristics and the demand tendency of children wear in China. Qualitative and quantitative researches have been carried out by using focus group and interviews, as well surveys in three cities in China. Extensive statistical analysis has been carried out to study the purchase decision decision-making process, brand awareness, product attributes, consumption trends and the tendency of the demands for children wear by using regression and factor analysis.It is found that foreign brands share about equal proportion of market with domestic brands in China children wear market. The awareness of foreign and Hong Kong brands is higher than that of domestic brands. Brands of higher awareness have higher purchase rate. Price is the most important factor influencing the purchase decisions in Chinese consumers. Parents pay more attention on value (style, color, technology) and inner quality (material), less attention on symbolic factors (brand and service). The demanding attributes of children wear consist of three main factors, including “safety and comfort”, “functional attributes”and“Appearance, conservation and wear attributes”.Institute of Textiles and ClothingRefereed conference pape