A Study On Clothing Brand Personality In Beijing

Brand personality is one element of the core identification, it is very important for clothing brand whose commodities are easy to imitate and difficult to distinguish. As the clothing brands in Paris, London and Tokyo have distinct personalities and their regional brand has the particular personality, most consumers think they are not displaced. Beijing has a long history and rich cultural resources. The clothing enterprises in Beijing should use these advantageous resources to shape their regional brand personality. It can make consumers find they are unique.At first the author put forward the dimensions of clothing brand personality and the components of clothing brand personality after studying the theories of brand personality and clothing brand. Then the author began to study the background of clothing brands in Beijing and the present situation of the clothing brands in Beijing. In the last part of this dissertation, the author gave brand personality to clothing regional brand in Beijing and made corresponding suggestions.