The Research Of Clothing Brands Stereotypes And Its Reconstruction In Network Shopping Environment In China

Nowadays, with the popularity of Internet and the growing size of the users, more and more people join the ranks of online shopping, online shopping has been integrated into people’s lives and has become an important component. At the same time, the number of businesses engaged in online sales also increased, showing the expansion of the online shopping market trends in the supply side. Online shopping in the garment industry has become one of the highest penetration rate of e-commerce industry. However, due to the poor management of enterprises, such as publishing false information on the website, selling poor quality of goods and so on. When related to online clothing brand, consumers always complained and questioned, over time developed a low-quality inexpensive in the minds of consumers, that is the stereotype. With the traditional clothing store online operators began to develop as well as a growing number of "derivative" independent online business, online shopping is increasingly competitive apparel industry. Garment enterprises in order to gain a foothold in the market competition and to seek long-term development, we must break the stereotype of the consumer brand of its own brand remodeling delay. The online shopping market, garment enterprises rebranding both consumers can break the stereotype of their own brand, establish a new brand image, they can run up barriers to competition for companies to produce a premium brand, promotion of intangible assets, cultivate customers’ loyalty, tremendous value for the enterprise.This paper on the theory of brand system and the rebranding anatomical model, by analyzing the environmental the online shopping market facing, make it clear that the opportunities and threats in the market. By using questionnaire analysis to analyze the clothing brand stereotype, then combining theoretical research to propose targeted measures to break the stereotype, reshaping corporate brand, enhancing the brand image and elevating its value.The main results of this study include the following points:1. Using the modified K-B method to research stereotype:First, by adjective association stage, expert scoring stage and a small scale test to form the final questionnaire; then using SPSS to analyze the data, and find that the online shopping market clothing brand stereotype customers holds mainly in the three aspects:products, services and website design. 22Creating a brand rebranding step model from three aspects:products, services and websites. The product aspect includes strictly controlling of product quality, optimizing product mix, improving the price control; the services aspect includes reducing customer search costs, guaranteeing payment security, simplifing the payment process, improving the delivery speed; the website aspect includes strengthening the website design and make the website beautiful.Results of this study will undoubtedly be practical reference value and theoretical significance to promote the online clothing sales and enhance the clothing brand image in network shopping environment.