Empirical study of urban youth consumer groups for sportswear brands

Because the sports apparel brand market competition becomes more intense and youth consumers on apparel demand continues to increase, young consumer groups gradually become key targets that enterprises cultivate brand loyalty for market segments. This paper surveyed young people based in Hangzhou about the group sports apparel brand consumer motivation, brand awareness, brand repeat purchase rate, favorite brand ambassador and the channels that youth consumers get to know the sportswear brands. Such a deep level approach to analysis drew a conclusion and provided references and helps for the sports apparel company product positioning, product development and marketing strategies.