实地调研了上海市中心城区4家百货商场的10家少女装品牌的消费者信息,包括消费者购买动机、消费者购买行为.通过因子和频数分析,可以将上海少女装假日消费者分为4类,并确认其购买动机和购买动机差异.研究结论有助于少女装零售品牌了解服装假日市场,同时为少女装品牌针对自身品牌特征制定差异化的假日服务营销组合策略提供参考依据. Field research has investigated the consumers ’information of 10 ladies’ brands in 4 department stores in Shanghai’s downtown area, including consumers ’buying motivation and consumers’ buying behavior. By analyzing the factors and frequency, consumers can be divided into 4 And confirm the discrepancy between purchase motivation and purchase motivation.The conclusions of the study are helpful to the teenage girl install retail brand to understand the fashion holiday market and at the same time to provide a reference basis for the teenage girl dress brand to formulate the differentiated holiday service marketing combination strategy for its own brand characteristics.