Jackson and Shaw (2009) state the current consumers are familiar to brands, products and prices and has experienced needs, which is different from the past. Fashion has been another important factor for consumers and predicts their wishes... more
Jackson and Shaw (2009) state the current consumers are familiar to brands, products and prices and has experienced needs, which is different from the past. Fashion has been another important factor for consumers and predicts their wishes and behaviours because people hope to look different comparing with the others. Solomon and Rabolt (2009) say fashion products are important part of fashion industry, which needs to research fashionable trend, consumers' behaviours and the markets in different countries. Jackson and Shaw (2009) show fashion companies desire to design various styles of products to cater to consumers so that they may maximize their profits in the market. This essay will find and analyse the main factors, which may affect or lead consumers' behaviours. In addition, discussion and comparison of fashion markets in the UK and China are vital issues to know the relative importance of factors, which seems to help fashion companies to have better performances in the UK and China.
