Research On Effects Of Brand Image Of Chinese-style Clothing

As a kind of traditional clothing, Chinese-style clothing is gradually formed in the thousands of years of culture. It has a profound cultural origin. However, with oriental culture style, Japan is famous around the fashion world in the early1970s. As western fashions are very popular, how to make Chinese-style clothing placed in the international market, how to strengthen the asset value of brand and receive the recognition of most Chinese has been a research topic for us. From the development of brand, Chinese-style clothing has been still in the exploratory stage. As brand equityisprominent, some problems in the development of brand can’t be ignored any more. We should know how to make the maximum advantage be used and how to find out the weakness of the brand, to build up the brand image and enhance brand awareness in order to seize more market shares.This research developed following two clues, structural equation model of brand image and the model of Brand Image-consumer purchase behavior. Through paper studying, based on Bell model and the research results of apparel braird image in China, we can establish the model of brand image.The brand image of Chinese-style clothing should include "product image","store image","service image","corporate image", and "consumer image".25observational variables are set, and six assumptions are developed. The brand image finally will have an impact on the purchase behavior, so a hypothetical model of brand image influence purchase behavior is built, and two assumptions are developed.Then the investigation questionnaire is designed and distributed on the network. Relative coefficient and regression coefficient of data are analyzed by SPSS19.0, then the models and assumptions would be validated, finally conclusion of the research topics. Six Chinese-style clothing brands, which are divided into two grades, have been chosen as cases for research. At last the paper validates the conclusion through examples, which are about the application of models established. Based on the Marketing Theory of7Ps, the paper put forward the corresponding marketing strategy for the two types of brands. Through the study of consumer research data analysis, the main conclusions are as follows:(1)Brand image of Chinese-style clothing evaluation systemThe each influence coefficient of five-brand image is:product image (0.205), store image (0.328), service image (0.064), corporate image (0.191), and consumer image (0.204). According to the regression equation coefficient, the influence degree of each factors was store image, product image, consumer image, corporate image, service image.First, store image has made great progress in Chinese-style clothing. Second, product image is another factor can’t be neglected;the "quality win" principle is the important strategy to attractconsumers. There is an obvious correlation between five factors. When one is raised, the others willbe improved.(2) Structural equation model of brand image and the model of Brand Image-consumer purchase behaviorAccording to the survey data, the correlation coefficient between brand image and purchase behavior is0.848, this suggests that when brand image has been raised, customers’purchase behavior will be improved.In conclusion, the development Chinese-style clothing brandshould befocused on the whole, and ensure an all-round development. In general, the improving of each elementwill has a promoting effect on brand image, thus a direct impact on consumer purchase behavior will be. Making accurate market positioning, paying attention to quality, improving the professional service, creating a good atmosphere for shopping, and establishing good corporate reputation, are bound to create a market credibility of the brand image.(3) The comparative study of Chinese-style clothing brand in Shanghai marketAccording to the conclusion,the attention of consumers for high-end brand product image mainly focused on "exquisite workmanship","good fabrics","highly recognizable brand identity (LOGO)".These will be different from mid-market brands. Mid-market brands are focused on "brand fashionable styles and trends","the fashionable and elegant of product packaging ","the suitable of brand positioning and grades". On the view of service image, consumers’attention to the high-end brand isfocused on "can be tailored", whilemid-market brand most focused on "after-sales service (returning and changing goods))".Corporate image of high-end brands mainly focus on " nameof brand ","good company reputation","the company’s strong customer service consciousness".But mid-market brand mainly concentrated in "brand propaganda ability","strong sense of customer service". In terms of consumer image, both types of brands are obvious performance in the "nostalgia", "complex ethnic and support traditional culture".As store is the main sales channels, each observation variable has won the attention.(4) Marketing strategy recommendations for Chinese-style clothingAccording to the conclusion, combined with the relevant knowledge of the brand image, andbased on7ps market theory, the marketing suggestions for Chinese-style clothing brand are put forward.Product strategy and pricing strategy mainly correspond to product image and consumer image, sales promotion strategy to the corporate image purchasing behavior, channel strategy and physical evidence to store image, participant and process management to service image.