Evaluation Of Fast Fashing Clothing Brand Value Based On Interbrand Evaluation Model

Brand building as one of the four core strategies of China's "textile power",whether it is the transformation of the apparel industry under the background of new era upgrade to achieve long-term development,and overall competitiveness of garment enterprises to ascend have playerd a more important role.Many of our garment enterprises are faced with the transformation and upgrading of the storm,to assess the value of science of brand clothing enterprises,allowing it to adjust and optimize the product structure itself,the implementation of brand strategy,strengthen the core competitiveness of enterprises,but also for the China to complete the "strong textile country" dream build solid foundation.Fast fashion brand in the economic downturn in the environment of rapid development has attracted wide attention trend in the industry,marketing,management and other aspects have more research on fast fashion,but from the perspective of its brand value research is few,so this paper attempts to evaluate this new perspective from the brand value of recent the heady years of fast fashion brand in-depth study,explore its high brand value in order to grasp the mysteries of the fast fashion clothing brand value to the context,the domestic apparel industry brand building to provide reference.Based on big data era as the background,the characteristics of fast fashion clothing brand value to comprehensive analysis of the connotation of the fast fashion brand value summarized as three basis points,namely,accurate positioning of the long tail theory target customers,to character image to define new value proposition and quick reaction capability based on SPA business model,and on the basis of the above theoretical analysis of creative financial benefits from the enterprise,customers,market environment and rebuild the brand rapid response multiple angles to Interbrand evaluation model as the foundation of fast fashion clothing brand value valuation models,including new consumers and the brand rapid response evaluation dimensions,reflects the era of big data,respectively,a buyer's market consumer factors for the important effect of brand value and the "fast" for the brand value of fast fashion clothing's contribution.In the concrete calculation method,the financial data analysis and the consumer questionnaire are adopted to calculate the brand income,The brand strength is calculated by the AHP and the fuzzy comprehensive evaluation method.Finally,the brand value of the fast fashion clothing brand is evaluated At the same time,the author selected giant fast fashion clothing industry in the world,Europe's largest clothing retailer H&M as the research object in this paper,H&M is the garment industry in one of the most representative of the brand,this paper uses it as research object of consideration is to help the clothing industry from the Perspective of brand value evaluation,the key influence and grasp its brand value and the decision factors,to put forward a new idea to evaluate the brand value of the clothing industry in the future;from the perspective of brand management of Chinese garment enterprises,can help them to see more clearly the value of their brands and international brands gap,proposes a new model for reference is in the transformation and upgrading of the domestic garment industry,can a more effective brand building.The result obtained by the evaluation method of this paper has optimized the H&M brand value,because more emphasis on the evaluation of consumer factors and index quantitative methods caused by different evaluation results with Interbrand,there are some differences,but the difference in the range of thirty percent to fifty within a reasonable range,this paper has certain results reflect the rationality of the model improved,and more embodies the brand can long show key factors of the utility of Consumer Factors in brand value,but also with the background of big data and garment industry characteristic.Finally,according to the whole process of the H&M brand value connotation analysis and value evaluation,the domestic clothing brand how to carry out the business building and improve the brand value from the brand positioning precision,rapid response system and three aspects to shape the image of the character to make corresponding suggestions.