Abstract
Abstract This study examined the fashion lifestyle of Chinese women in their 20s and analyzed the purchasingbehavior of clothing and attitudes toward the Korean image, Korean Wave, Korean fashion, and preferencefor Korean fashion brands according to a fashion lifestyle. The major results were as follows: 1) Fashionlifestyle was comprised of factors for the pursuit of personality, pursuit of aesthetic, pursuit of brand, andpursuit of economy. The cluster analysis classified them into groups of: Economy/Personality Oriented,Aesthetic/Brand Oriented, and Fashion-Indifferent. 2) Information source and store patronage were differ-ent among the three consumer groups. 3) Attitude toward the Korean image, Korean Wave, Korean fash-ion, and preference for Korean fashion brands were different among the three consumer groups. These re-sults can be used as the basic data or information for fashion companies that are developing marketingstrategies for Chinese women in their 20s.Key words: Fashion lifestyle, Clothing purchasing behavior, Attitude toward Korea, Korean wave,Korean fashion; 패션 라이프스타일, 의복 구매행동, 한국에 대한 태도, 한류, 한국 패션
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