Investigation of Denim Wear Consumption in China Available to Purchase

Major findings of a project, Investigating The Markets Of Denim Wear In Hong Kong And China, sponsored by Institute of Textiles and Clothing, Hong Kong Polytechnic University, are discussed. The project was conducted in Hong Kong and six other major cities in China, including Beijing, Shanghai, Guangzhou, Harbin, Xi'an and Chengdu. Total sample size was 3,623. Three aspects of denim wear consumption were investigated and are discussed in the paper: dressing habit of Chinese consumers in denim wear, their consumption pattern, and brand awareness. Based on the findings, marketing implications are discussed as well. This information should be of use to manufacturers and retailers of denim wear and denim products for more effective marketing.