TY - JOUR AB - The paper examines the purchase behaviour (performed by adults) in relation to children's wear in the 0‐14 age group. The importance of product attributes of children's wear was investigated. Data were gathered from both interviews and a questionnaire survey conducted in Zhengzhou, a large city in central China. Two attributes, quality and style, were identified as the most important attributes for children's wear consumers. It was also found that branding had a limited impact on the choice of children's wear. The marketing implication of the results are discussed. VL - 8 IS - 2 SN - 1361-2026 DO - 10.1108/13612020410537852 UR - https://doi.org/10.1108/13612020410537852 AU - Chen Xiaopeng AU - Man Au Wai AU - Li Kejing PY - 2004 Y1 - 2004/01/01 TI - Consumption of children's wear in a big city in Central China: Zhengzhou T2 - Journal of Fashion Marketing and Management: An International Journal PB - Emerald Group Publishing Limited SP - 154 EP - 165 Y2 - 2024/09/19 ER -