Research on driving factors and influencing mechanism of consumer behavior in fashion management

This paper aims to investigate the underlying causes and mechanisms that drive consumer behaviours in the field of fashion management. Firstly, it examines the impact of fashion trends, popular components, social influences, reference groups, personal values, lifestyle, psychological motivation, perception, eco-nomic variables, purchasing power, cultural background, and geographical dif-ferences on consumer behaviour. Then it examines the impact of fashion man-agement on customer cognition, emotion, and behaviour, specifically through product design, marketing strategy, and other methods. In addition this study examines and validates the amount of spontaneous consumption among local people using data analysis. Furthermore, it analyses the elements that drive and the mechanisms that influence consumer behaviours in fashion management. Regarding the determinants, the study posits that consumer behaviours is im-pacted by five factors: fashion trends and prevailing elements, social influences and reference groups, economic factors and personal values, cultural back-ground, and geographical disparities. This research examines the influence mechanism by considering consumer cognition and decision-making process, emotional drive and experiential marketing, social media and online word of mouth, brand image and positioning strategy, and consumer loyalty and brand relationship. Its goal is to offer guidance for fashion enterprises in implementing fashion management practices that are rooted in consumer behaviours.