近几年中国的服装市场发展之快是令人瞩目的,大小服装批发市场、大型百货商场、服装专卖店,如雨后春笋般涌现,加之中国的几个主要大城市举办了较为成功的国际服饰博览会、国际服装节,使中国的服装发生了可喜的变化,主要表现在消费者、市场和商家三个不同层面上。1 消费者 从消费者角度,就其需求动机、消费习惯、消费特征等进行分析,找出需求欲望和需 In recent years, the rapid development of China’s clothing market has been remarkable. Large-scale clothing wholesale markets, large-scale department stores, and clothing stores have sprung up. Coupled with China’s several major cities, the more successful international apparel fairs have been held. The International Costume Festival has brought about gratifying changes in China’s clothing, mainly at three levels: consumers, markets and businesses. 1 Consumers From the perspective of consumers, analyze their demand motivation, consumption habits, consumption characteristics, etc. to find out their desires and needs.