An Empirical Study On The Factors Influencing The Perceived Quality Of Apparel Brands

With the increasingly intense competition in retail business, a main problem that many retailers are encountering is how to obtain a new profit growth point and cultivate core competence. Implementing own brand strategy is one way to go. Characteristics of clothing industry and the present situation of the domestic clothing industry show the feasibility and necessity of private brand clothing development. The development of domestic private brand is still on the early stage. Familiarity and perception to own brand are not strong among consumers, and this increases the importance of the research on own brands. Perceived quality of consumers to own brands is an issue of vital concern to their purchase behavior and a key factor for success in implement the own brand strategy, so the research on perception quality of private brand is a crucial issue.Firstly,on the basis of reading a large number of relative literatures.do research on the operation of Fashion own brand and dicuss its feasibility and sales model. Secondly, this paper through the analysis of influencing factors about own brand and clothing brand, combining with the advantages of retailers as sales terminals and own brand sales environment, comparativing the difference between them, find out the factors that consumer can control, formulate hypothesis and the research model of this paper. Then, design papers and research plan, through the investigation to determine the papers officially questionnaire, carried on the questionnaire survey. Finally, according to the questionnaire collection, this paper use SPSS18.0software, data reliability and validity analysis, the correlation analysis and regression analysis, the paper analyzed in hypothesis test, and find out the influence consumers' own brand perception of quality clothing factors, and modify the model.The results of the study show that, the quality of perception is significantly influenced by reputation of retailers, store image, service of shopping guide and individual opinion of consumers. As regard to the image of the store, the degree which every factor affects the quality perception varies. The results can be used for reference by retailers in the development of private brand clothing, contributing to rational and efficient development, good quality perception and a successful business.