Abstract: The consumption feature and demand of women from four cities in south Jiangsu were studied through questionnaire survey. Some conclusions were obtained. The consumption demands of shaping underwear included four factors: functional factor, quality factor, appearance factor and performance factor.Several strategies about the development and sale of shaping underwear were proposed based on the above conclusion, such as improving the comfort and the functionality, determining the design style and idea,enhancing products cost performance and improving the quality of service.

Key words: city women; questionnaire survey; shaping underwear; consumption; product strategy