关键词: 服装 , 品牌形象 , 影响因素 , 频数统计

Abstract: With the development of economy and the rapid rising of clothing brand, consciousness of clothing brand is becoming more and more intense to consumers. Meanwhile the competition between the brands was increasingly fierce. In order to win the recognition of consumers, the clothing brands have to set up good brand image. On the basis of comprehensive review about the brand image's conception, connotation and affecting factors, and combined with market survey on consumers, it has developed an evaluation index system of clothing brand image with two layers. The weight distribution of each element is ascertained by adopting the methods of the fuzzy mathematics. Accordingly, it makes clothing brand image influence factors system to be more objective, and which provides new ideas for the clothing enterprise to create its own brand image. The results indicate that service factor has become the most important aspect consumer caring about, followed by production factor, store factor, enterprise factor and publicity factor. Even in the same grade clothing brands, production factor is no longer the most key factor, but the service.

Key words: clothing , brand image , affection factor , frequency statistics