Analysis of factors affecting clothing brand image and determination of their weights

Along with the development of economy and rapid rising of clothing brands,the competition between brands becomes more and more fierce.Taking clothing brands as the subject of this study,the paper analyzes various factors affecting the brand image,and has developed a two-hierarchical evaluation system of clothing brand image based on studying previous documents concerning the concept of brand image,connotation and affecting factors,and in combination with market survey on consumers.The weight distribution of each element is ascertained by adopting fuzzy mathematics.Accordingly,the evaluation system of clothing brand image is more objective.The results indicate that service factor is the most important one to consumers,followed by the order: product quality store layout enterprise image promotion.