近年來，名牌消費蔚為風潮，特別是在亞洲地區，奢華名牌似乎成了眾人膜拜的聖教。在眾多的消費族群當中，年輕族群備受矚目，因為他們求新求變的特質，經常成為流行的帶領者，也是許多名牌時尚企業的標的。但現實面是，大多數的年輕族群在經濟上並不寬裕，名牌消費僅能偶一為之，其他時候，則必須藉由低價時尚的購買，以滿足他們追逐流行的需求。於此，本文針對９位偏好在低價時尚市場購物的年輕人進行訪談，並分五大議題進行整理，分別是：１. 受訪者如何處理追求時尚與經濟限制的兩難。2. 他們如何掌握流行的資訊並加以運用。3. 他們對於偏好在低價市場消費有何看法。4. 對於名牌消費的觀點為何。5. 所得增加以後，消費模式是否會改變。研究的結果發現，他們平時精打細算，在購買時不隨廣告起舞；積極的掌握資訊；並將之轉化為自己的風格。低價市場不僅提供他們快速汰舊換新的需要，挑選商品的眼光跟搭配的能力更被視為一種鍛鍊與考驗。他們雖然承認名牌的社會象徵，但是對於不如其分的名牌消費並不苟同；因此即使未來所得增加，也不會改變對於低價市場的偏好。從以上的分析當中，讓我們看到了有別於認知一般認知的，低價時尚市場的風貌。

　　In recent years, the luxury fever is all the rage the whole world. In Asia, because of the fast economic growth, the cult of luxury brand becomes a universal phenomenon. Under this condition, addition to their instinct interest of fashion, the young tribal group often turns into the target of many brand companies. However, most of them do not have enough financial ability to afford the purchases of luxury brands. Therefore, the low price fashion markets aimed their needs. In this research, we interviewed 9 young people who expertise in low price fashion buying, and we categorized those data into five questions. These are 1. How they conquer the dilemma of to be in fashion and the economic limitation. 2. How they get the fashion information and use it. 3. What are their perceptions about the low price fashion buying behavior? 4. How they view the brand buying behavior. 5. Whether or not they will change their buying behavior after their income had increased. Then the results of our research could be simply concluded as follow: At daily consumption, they do it with rigid budget and meticulous calculation. They are well informed and capable of transforming fashion message into their own styles. They prefer low price fashion markets because they could pay little expense to satisfy their capricious needs. But to be dressed neatly, they need the experience to identify value goods from massive stuffs and the ability to associate all the stuffs in a fashionable and unique way. These challenges instead become a pleasure. Related to the brand consumption, they adopt the prestige symbol of brand but do not agree the excessive expenditure just for showing off. So they will not change their preference to low price fashion buying even when they get more income. From the analysis which has mentioned above, we could discover a very different image of the low price fashion market which people commonly have.