随着服装业的成熟,服装市场不再是女装的一统天下,男装也获得了蓬勃发展。然而,男士和女士不同的个性心理特征决定了他们在服装消费上存在差异,了解这种差异从而分别实施相应的市场营销策略,对服装经营商而言无疑是有着重要意义的。本文基于对上海白领男士和女士所进行的一次市场调查,从商店类型和购物地点选择、原产地和对品牌的偏好及消 With the maturity of the clothing industry, the clothing market is no longer dominated by women’s clothing, and men’s clothing has also been booming. However, the different personality mental characteristics of men and women determine their differences in apparel consumption. Understanding these differences and implementing corresponding marketing strategies are undoubtedly important for apparel operators. This article is based on a market survey of Shanghai white-collar men and women, from the type of shop and shopping location, origin and preferences of the brand and eliminate