In the next 10 years, when these people have a sense of autonomy, they will respond to their own times. In China, this is the relationship between the three generations of post-1970s, post-80s and post-90s and the domestic fashion industry. Since the reform and opening up in the late 1970s, every generation has interacted with its own times. On the one hand, they were influenced by the fashion at that time when they were born, and gradually formed their own unique fashion aesthetics and consumption habits; On the other hand, when they entered their youth, they began to apply their will to the new era, thus promoting the progress of China's garment industry. Post-70s: Fashion is a bit fierce. 1978, China began its reform and opening up. The spring of China's clothing development and the revival of China's fashion concept started from this time. In the early 1980s, information about fashion trends began to be introduced from Hong Kong through Guangdong. At that time, fashionistas all knew Gaudi Street in Guangzhou and Shatoujiao in Shenzhen as two "fashion shrines". At that time, many clothes with fashion elements flowed from here to the whole country. Although some clothes are too kitsch at present, they are all beautiful to China people who have only seen "blue, black and gray" for 10 years. Born and raised in the 1970s, they gradually entered the age of pursuing beauty, so for them, the 1980s was extremely happy. And with the opening of the country, the pent-up love of beauty of Chinese people can finally be satisfied, so for a time, as long as things related to clothing can quickly become a fashion trend. Therefore, for the post-70s, there was never a lack of fashion in that period, and fashion came a bit fiercely. At that time, a movie "romance on lushan mountain", the gorgeous fashion of the heroine brought a strong visual impact to people at that time. As a result, it seems that overnight, the land of China has become a huge paint box, and people have put on all kinds of colorful clothes. But at this time, due to the restriction of income and frugal consumption concept at that time, people still focused on material interests. Therefore, in the early 1980s, "Dacron" was once popular all over the country. "Polyester" is actually a kind of chemical fiber fabric. According to the present vision, it's not good at all. Because it is a chemical fiber fabric, it will feel extremely stuffy when put on. But at that time, it was sought after by the whole country only because it was quite scratch-resistant and smooth, especially for printing and dyeing bright effects, and the price was relatively low. In addition to color, in terms of style and modeling, domestic clothing in the 1980s can also be colorful. From bell bottoms and bat shirts to fitness pants and dresses, China people's clothing quickly got rid of the old and unchanging style. Bell bottoms imported from western movies, because they lead the fashion trend, are sought after and loved by young people who advocate self-expression and become an irresistible fashion trend. In the following years, black elastic fitness pants were also popular for a long time. With the popularity of fitness pants, bat shirts have also become popular. Close-fitting fitness pants with a loose bat shirt or a pair of sunglasses were the standard wardrobe in modern city girl at that time. In addition, the "suit craze" that arose in that era brought the development of China's suit industry. In the mid-1980s, a large number of suit factories were built, and about 0/00 suits were imported from abroad, which greatly improved the situation of suit production. Using assembly line and special equipment, the process is becoming more and more reasonable, the quality is improved, the benefit is increased, and the production capacity is rapidly expanded. Moreover, the suit industry has also promoted the great development of garment factories in township enterprises. From meeting domestic demand for export processing in 1980s to establishing their own suit brands in 1990s, China's suit enterprises quickly moved towards the road of brand production. At the same time, women in the 1980s also put on suits and skirts, and then the concept of "professional women's wear" was formally born. Faced with the huge demand of China people for clothes and fashion, business-minded people seized the opportunity, and many Hong Kong and foreign tail goods and second-hand clothes, as well as various exotic textiles were shipped to China in large quantities. At that time, the clothing market reached unprecedented prosperity from the coast to the mainland, from the city to the countryside. At that time, clothes were sold in all walks of life, called "workers, peasants, soldiers and businessmen, and everyone poured clothes." Nowadays, the post-1970s generation has become the backbone of society. They are mature and have an economic foundation. Therefore, there are many customers in the market who design and make clothing brands according to their work, social and lifestyle characteristics. Post-80s: Buy clothes? Look at the sign first! The overall living conditions of the post-80s generation are much better than their predecessors. In addition, most of the post-80s generation are only children, and their parents will try their best to meet their needs in all aspects. At the same time, the post-80s generation grew up in TV culture and fast food culture. Compared with their brothers and elders, they are out-and-out consumerists. In 1990s, with the further promotion of China's national strength, more and more international brands began to realize the immeasurable potential value of China market, so they entered China in succession, hoping to seize the market first. At this time, it is precisely when the post-80s generation begins to be self-conscious, many parents will satisfy their children by buying well-known brand products in people's minds. Based on this, the post-80s generation has become a generation with high brand awareness and dependence. Patricia Pao, founder and president of new york consulting firm Pao Principle, is the author of the book "A Sample Study of Luxury Consumers in China". In the book, there is a view that the post-80s generation in China is an important force to promote domestic luxury consumption. According to the investigation, he pointed out in his book: "Among the 1.35 million China people, about 300 million people are well-off, among which about 37.9 million people were born after 1.979, and they are regarded as the main consumers of luxury goods in China market. Most of this consumer group are young people aged 20 to 40. Compared with luxury consumers in the United States, Japan and Europe, young people in China are obviously eager to get luxury goods earlier than their peers abroad. " The development of China's clothing industry is also in line with the trend that people increasingly identify with brands. In 1990s, new consumption concepts and patterns entered the cities of China. Unconsciously, all kinds of commodities undertake a wide range of cultural contact and communication functions. People consume not only material products, but also some social and cultural meanings represented by commodity brands, including mood, aesthetic feeling, grade, identity, status and atmosphere. In the process of consumption, people also express and convey their status, identity, personality, taste, interest and recognition through consumption. Therefore, the brand grade of clothes has also become the main symbol of people's identity and taste. It is in this era that many brands such as Youngor, Shanshan and Shunmei were born in China. Now they have become the backbone of various industrial clusters. It can be said that the road of clothing brand in China started from this time. After the formation of multiple values and the adjustment of social interest structure, clothing brands have also begun to transform from "product demand" to "brand demand". With the "branding" of clothing, the clothing commercial market has also begun to change. With the increase of clothing brands, more and larger department stores began to appear. These stores share customers with each other through joint ventures with brand clothing manufacturers to achieve mutual benefit and win-win results. At the same time, in order to reflect their own value and grade, some brand clothing began to break away from the traditional clothing market and chose to open independent stores. On the one hand, they can operate independently, and at the same time, they can better reflect the brand's own value through the display and layout in the store. Therefore, the post-80s generation can be described as "shopping and growing up". In the shopping mall, they can freely choose their favorite goods, enjoy the pleasure brought by the comfortable environment, and at the same time feel the satisfaction of buying brand-name products. After 90: Personality and convenience are king. From the beginning of being sensible, most of the post-90 s lives already have computers and networks. Such a growing environment has made the post-90 s immersed in Internet culture for a long time. Compared with their predecessors, they are quite different in values, aesthetic orientation and consumption habits. Based on these characteristics of the post-90s generation, the domestic clothing industry has also changed with the times, and many changes have taken place in recent years. "Personality brand" has appeared in recent years. These street brands have a small number of stores and a small volume, and they do not exert their efforts in publicity. But it is precisely because of this that these street brands give people a small impression, just in line with the requirements of pursuing personalized dress after 90. "The so-called tide brand is the low-key luxury and the taste of petty bourgeoisie." Royce, the owner and buyer of P+ department store, once said: "Many consumers buy the same luxury brand every time, especially when they participate in' full-court shopping', they have to buy back a bunch of clothes that are easy to collide with others, and their interest is gradually declining. Therefore, the living environment of individuality and even minority brands will definitely get better and better, because consumers' desire for uniqueness will become stronger and stronger, and behind the minority brands is an increasingly large group of young urban consumers. "In addition to the niche, the clothes designed by these trendy brands are different from the goods sold in the mainstream clothing market in style and style. At the same time, fashion brands often decorate clothes with exaggerated colors and weird patterns, which is also in line with the aesthetic orientation of the post-90 s. Many mainstream clothing brands have also begun to realize the consumption potential of the post-90 s, so they have launched a younger secondary brand to design and produce clothes specifically for the post-90 s. At the same time, these brands are also beginning to realize the driving force that post-90s idols can generate. Therefore, in recent years, it has become a trend to hire young idols to promote their own brands. In addition to the traditional consumption channels, the dependence on the Internet after 1990s has also inspired many traditional clothing brands. While continuing to operate in physical stores, these brands have also opened online stores, or realized online sales of goods through third-party online trading platforms. What's more, there have been many clothing brands specializing in online sales in recent years. These brands save the financial and human resources needed to open physical stores, and put more energy into product development and logistics. In this way, they can provide customers with better products and faster door-to-door service. It should be said that although the post-90s generation has not become the most purchasing group, their lifestyle has had a great impact on the domestic clothing industry. After all, in the near future, the post-90s generation will take over the banner of their predecessors and become a major consumer group.