To Create Sustainable Clothing Brand Loyalty

To create the sustainable brand loyalty is every brand's ultimate goal and the most important commercial considerations of the brand development. Only been recognized by the buyer who is also the target consumer groups in the long-term, can they find the lasting driving force of both the market and the brand development.The research of clothing brand in China is more and more in-depth, showing a new brand environment. The one unknown quantity brand management mode which only starts from the will of brand-self has been unable to satisfy the consumer's increasing maturity consume concept of the clothing brand and the fierce competition in the market. The loss of the consumer groups becomes many enterprises fatal. The 360-degree brand management concept is a full range of brand management which based on the 360-degree analysis of target groups, one by one to satisfied their consumption desire, thus to create the bundled customers who repeat to buy. To handle the ratcheting effect between 360-degree brand management and 360-degree analysis of the consumer, accurately grasp the needs of the target market, and the every communication about the point of contact with the consumer, to give customers a full range of brand experience, this is the effective way to maintain a long-term brand loyalty and to ensure a permanent brand in the market.This article aims to comb out a set of clothing brand management pattern, which could upgrade the consumer's brand loyalty effectively. By studying the ratcheting effect which exist between the 360 degree brand management and consumer analysis, pointed out the importance of satisfy the consumer's full range brand experience through grasping the contact point between both. At the same time, in light of the actual cases to explore an effective way to last the clothing brand loyalty. Hope to provide a new viewpoint of the brand management and theory of reference for the domestic clothing brand.