The Life Style of "Grey-collar-class" and Men's clothing Design and Marketing in China

In the highly competitive clothing trade, the only business chance lies in the project of developing the garments, which can meet the consumers' demands and requirements in terms of life style. The male grey-collar-class is gradually becoming the social group who enjoys the greatest potential of consuming in domestic market. According to a market research related to grey-collar-class life style and the preference for the fashion brands, this essay proposes that only by creating brands of life styles can the added value of the men's fashion brands be enhanced, and thus a lasting market share can be obtained.