ABSTRACT
Fashion clothing is a product with visible characteristics and it is able to build the self-image. The fashion market is highly competitive and needs to ‘update’ very frequently, which means fashion retailers have to renew their products and switch the fashion style frequently in order to follow up. The fashion industry is at the forefront of emerging industries on a global level. With the economic environment, the Chinese fashion market is attracting more foreign fashion retailers’ attention. Young adult consumers have potential power as they have the interest and optimism to try new stuff; the new fashions always begin from the young, side by side. D. A. Garvin indicated that fashion products can satisfy both symbolic needs and experiential needs. The difficulty of a purchase decision may increase with the rise in alternative quantity, or large uncertainty involved in the product.
