A Study of Chinese Consumer`s Attitude towards Korean Wave and Wearing Condition for Outdoor Clothing Development into the China Market - Focused on Chinese Tourist -

Abstract : This study is intended to offer basic data for developing outdoor clothing exported to China by identifying howChinese consumers use outdoor clothing. To accomplish the objective, a survey was conducted on 300 male and femaleChinese tourists in their 10s to 40s who have purchased outdoor clothing before. As more than twice as many respon-dents said they wear sweatsuit or everyday clothes for mountain-climbing instead of outdoor clothing, the necessity ofoutdoor clothing is obviously perceived at a low level. Among them, 57.4% wear outdoor clothing as townwear in every-day lives, and other respondents are dissatisfied with the design. Thus, it is necessary to develop townwear-style design.When buying outdoor clothing, wearability was the biggest consideration. Also, the first criteria for evaluating outdoorclothing was practicality for mountain-climbing activities. The functionality of outdoor clothing they needed the most wasair permeability. As for outdoor clothing top, the main inconvenience was tightness around the neck. As for bottoms, itwas tightness of pants when bending knees. In terms of areas to be improved, the No. 1 was unformed design. Thus, itis imperative to develop design of diverse styles. As the Chinese outdoor clothing market has grown significantly in recentyears, the following should be executed by domestic companies before advancing to the market. First, they should formKorean brand image and boost the brand awareness with various activities, amid Korean Wave. Second, they shoulddevelop preferred designs among Chinese consumers and strengthen functionality of products, based on consumer survey.Key words :Chinese consumer(중국 소비자), China market(중국 시장), Korean Wave(한류), Outdoor Clothing(아웃도어 웨어), wearing condition(착용실태)