Abstract: Consumption is the Connection point of economic life, social life and cultural life, also the market economy is an important part of the activities. With the rapid development of economy, people's consumption is also increasing, many people develop a habit of buying brand clothing, and college students is one of the fresh blood, there have been repeated and called the faithful to join the supporters of this phenomenon that we must attention.
Shanghai and Zhejiang region a high degree of economic modernization and the consumer market leading position and decided to research areas of Shanghai and Zhejiang college apparel brand consumer psychology, the national consumer market analysis of university students a certain degree of representativeness and forward-looking. In this paper, Shanghai and Zhejiang region through a survey of university student groups, analysis and draw on consumer psychology theory, research areas of Shanghai and Zhejiang college apparel brands as well as the psychological characteristics of the consumption factor. Finally, help students establish the correct response to the concept of clothing consumption.
