Abstract: This paper applies the Masrrow effect and the theory of marginal utility to conduct analysis and investigation of the life-style of garment consumers,stressing that only the brand value of the clothing get promoted continuously,besides fulfilling consumers′ basic needs and providing an added value to the physical article,or even imparting it spiritual and cultural value to consumers′ social status,can a brand enjoy permanent reputation.Through discussing the consumer′s life-style to study brand value,we hope to facilitate the modification of the traditional orientation of a brand and open up new spectrum for promoting the clothing brand value.