The Value Of Local Fast Fashion Clothing Brand Evaluation

In this paper,local fast fashion clothing brand Metersbonwe was used as the empirical research object,taking full references on influence of consumers,its brand value was evaluated on the basis of literature analysis with improved Interbrand evaluation method.With the aid of statistical software SPSS,the Incidence of Brand on Consumers' Purchase Choices was calculated based on analysis of the questionnaire,so that getting rid of the brand benefits from the overall operating income,instead of the Brand Effect Index in the original model.This paper integrated evaluation dimensions of brand strength on the original model through building brand strength evaluation index system from consumer perspective.With both qualitative and quantitative research method and means of subjective and objective empower quantitative,this paper conducted factor analysis and fuzzy synthesis on the one hand survey results to acquire Metersbonwe Brand Strength,then transformed the Brand Strength into Brand Multiplier by "S" curve of Interbrand Evaluation Method.This paper's evaluation result was relatively conservative,but after rational analysis,it was still in the acceptable range for Metersbonwe which in the strategy transition period of brand development.