—A Case Study of Shaoxing Region

Abstract: With China entering the aging society, fashion design targeting senior citizens is becoming a big challenge as well as a great opportunity; therefore its commercial value and development potential attract apparel enterprises' attention. Nowadays, many problems exist in this field, especially the backwardness in the research of the consuming psychology. This thesis studied the buying habits of elderly clothing consumer,and provided some references for related enterprises making positioning on elderly clothing market.According to the case study of Shaoxing region, senior consumers have a rational view on consumption;elderly female consumers have higher desire to purchase clothing. In order to gain market competitiveness,clothing enterprises should attach importance to product quality and improve service.

Key words: elderly clothing; consumption habits; consumption characteristics