Comprehensive evaluation and comparative study of apparel brand value from consumers′ and experts′ perspectives

This paper focuses on comprehensive evaluation and comparative study of apparel brand value from consumers′ and experts′ perspectives in order to provide a useful reference for enhancing the value and upgrading the strategy of apparel brands of our country.Weighting analysis of evaluation indexes is carried out by referring to opinions of 152 consumers in Shanghai and 92 experts over the country,and factor analysis is used to build a comprehensive evaluation model of apparel brand value.And on this basis we collect original data concerning the brand value of 153 representative brands in China′s apparel market from 2 215 consumers and 97 experts in six cities,and a comparative study is conducted of apparel brand value of apparel brands of sub-sectors on China′s apparel markets.The results show that the comprehensive evaluation of apparel brand value can build a hierarchical model of five common factors.By variance analysis,it can divide the apparel brand value of various sub-sectors from high to low brand into four categories: top international brands,sportswear brands and underwear brands;single category brands;integrated casual and men′s wear brands;and women wear brands.