중국 여성복 패션 시장의 특성 및 디자인 경향 분석

Analysis of Characteristics in Chinese Women's Clothing Market and its Design Traits -Focusing on Shanghai-

The purpose of this study was to understand China women's fashion market and then analyze the characteristics of women's fashion design which focusing on domestic brands strategies that were successful in China. This study was conducted by the research methods such as the review of literature, field research, and fashion specialist interviews. The study results found the following: First, these successful brands in China, including Korean brands, were very clear in terms of brand positioning and target consumers' propensity. They have revealed their identity by promoting concept-based designs. Second, Korean fashion brands have been successful in China with expensive, high-quality items. As the number of Chinese tourists visiting Korea increases, and overseas direct-purchase shopping becomes more popular, differentiated design and high quality are essential in order for this high-price policy to bring an increase in sales. Third, it is important to pay close attention to Chinese middle-class consumers who are expected to grow up to 400 million by 2020. Korean local brands have to be prepared for these changes to maintain their stable position in the Chinese market. Fourth, it is necessary to come up with more aggressive design strategies through a better understanding of Chinese consumers' aesthetic preferences. Fifth, as Hallyu (the Korean Wave: the growing popularity of Korean pop culture) becomes more popular in China, Korean brands in China need to attract Chinese consumers and enhance their brand power by offering differentiated Korean-style products at good prices.