Clothing Brand Experience To Study The Influence Of Brand Equity

The moment due to the rapid development of the Internet industry and the impact of online shopping boom, many traditional store has been reduced to the dressing room, the apparel industry showed inventories, homogenization serious phenomenon.On the other hand consumer brand "aesthetic" also showed increasingly "tired" state.In order to change this status quo and meet the consumer the more diversified and personalized needs of many apparel companies have turned to retail-oriented experience model. So far this came into being by allowing consumers to experience the product or service, the company offers a brand experience model. Clothing brand experience occurred mode, the experience to meet the needs of consumers, and strengthen the core of consumers.But as consumer demand for brand experience deepening consumer brand placed more requirements such as different sensory experience, emotional, social and other aspects, and many clothing companies can not accurately and effectively identify and enhance consumer different experience requirements, resulting in the loss of many potential consumer customers, brand equity and could not be effectively improved.For apparel companies, to provide consumers with experience, but need to be able to consider how to effectively identify the needs of the consumer brand experience and the ability for consumers to experience the brand needs design-related brand elements to meet their needs, this brand equity can be effectively improved. Therefore, this paper studies the impact of brand equity clothing brand experience is very urgent and necessary.This study was based on the apparel industry, clothing brand Uniqlo, for example,through questionnaires, qualitative and quantitative research methods, five cities in the country to start research work, using SPSS19.0 statistical software to analyze the survey results, from consumer perspective, explores the objective factors apparel brand experience; clothing brand experience dimensions of each dimension is how brand equity impacts. Clothing brand experience established brand equity impact research model was constructed clothing brand experience and brand equitymeasurement scale research hypotheses and models and empirical test. By empirical experience found clothing brand has a significant impact on brand equity, but the clothing brand experience influence of the dimensions of the various dimensions of brand equity there are significant differences. Finally, the present study for garment enterprises to effectively enhance the clothing brand experience and brand-related assets put forward opinions and suggestions.