Women's fashion market segmentation and consumption characteristics from perspective of lifestyle

This paper studies the segmentation of the fashion market from the perspective of lifestyle to support the marketing strategies for fashion enterprises. By factor analysis and K-means cluster analysis,the paper divides Hangzhou fashion consumers into four groups including enjoy shopping and enterprising type,family-loving and fashionable type,rational and confident type,passive and complacent type.Next,the paper studies the demographic factors and consumer behavior using chi-square tests,and draws a conclusion that lifestyles of different market segments are quite different in age,occupation,purchasing behavior and purchasing intention. Finally,the paper outlines the typical characteristic of the different groups by correspondence analysis.