Main decision factors when buying clothing among Chinese millennials 2017

This statistic presents the results of a survey about factors influencing clothing purchasing decisions among millennials in China as of November 2017. During the survey period, almost 89 percent of Chinese respondents said that good product quality was their main consideration factor when buying clothes.

Main consideration factors when buying clothes among millennials in China as of November 2017

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Release date

August 2018



Survey time period

November 2017

Number of respondents

600 respondents

Age group

18-35 years

Special properties

respondents in Shanghai, Beijing, Guangzhou, Wuhan and Chengdu

Method of interview

Online survey

Supplementary notes

The consumer study results provided in the statistic are results of four qualitative focus group discussions and an online quantitative survey.
Focus group discussions were conducted in Shanghai and Wuhan in late August 2017; two groups per city (one younger group with respondents aged 18-25, and one older group with respondents aged 26-35). There were six respondents for each focus group.
A quantitative online survey was conducted in mid November 2017 to quantify the observations from the focus groups. A total of 600 Chinese millennials (aged 18-35) were invited to fill out the online survey in Shanghai, Beijing, Guangzhou, Wuhan and Chengdu.

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