Abstract: Currently, most domestic researches on apparel customer behavior are focusing on customers in general, rather than on any specific group. Meanwhile, researches on college students’ dressing behavior mainly concern their style or dressing TPO. Researches on college students’ dressing tendency and their consuming behavior are rare. This survey was made on college students’ dressing tendency and their consuming behavior in Beijing. The conclusion arrived at was that dressing tendency and consuming behavior were very different between the male and female genders, and internet played an important role in their purchasing preferences.

Key words: Beijing; college students; dressing tendency; consuming behavior; survey