Analysis On The Influencing Factors Of Apparel Evaluation Based On Consumers' Evaluation

With product homogeneity of clothing, transparent of market information, and the increasing degree of maturity of consumer evaluation, brands which as an important ways to distinguish apparel products was getting more and more concern and attention from clothing business. Therefore, how to enhance the value of the clothing brand, which factors affected clothing brand value and how important consumers evaluate in the value of clothing brand’s position has important significance in theory and practical application.In the apparel market competition, consumer is root of the formation about brand value,while consumer evaluation is oncrete manifestation in consumer demands satisfacti on. Only by the way that obtain recognition by consumers, get a good evaluation from consumers and finally purchase by consumers clothing brand can realize their value.There fore, this article attempts to examine the affecting factors about the value of the clothing brand from a consumer perspective,and provide theorey guidance that is more practical for the study of the value of the clothing brand.This study evaluated from the perspective of the consumer and provide some strategies and recommendations to enhance the value of our country’s clothing brand improve the overall properties of our own clothing brand and build our own brand features; enhance brand image of our country’s clothing enterprises and consumer’s cognition of our country’s clothing brand;do well in prosecution and management of clothing brand under the center of consumer’s evaluation.This paper sumed up six factors, brand awareness, brand reputation, brand loyalty degree, brand preference, perceived quality and brand association, which affect the value of the clothing brand on the basis of the study of consumer evaluation and clothing brand value theory, combined with the current situation of our country’s clothing market. And we also made a hypothesis and finally obtained analysis results by the way of questionnaire design, market research, data collection and statistical analysis. According to our conclusion and the current development situation of our country’s garment industry, we give some strategies and recommendations to promote clothing brand for domestic garment enterprises. Finally we point out the existing shortcoming of this research and made the outlook for future research.