Abstract: The questionnaire studies based on consumption values of sportswear and brand choice has been showed as follows. Clothing consumption values are a multidimensional structure which is conposed of some value elements of different magnitude. Different values of consumer will affect their choice of brands. If value positioning of enterprise brands fits consumers value demand, it will possess a relative competitive advantage. The homogenization tendency is serious among different sportswear bands, and competitive advantages are fading. Internal needs of consumers driven by consumption values have not still been satisfied, thus there is a big potential market. These conclusions provide the bases for clothing enterprises to choose their appropriate brand positioning and enhance the brand competitive advantages.

Key words: consumer values, competitive advantage, clothing brand, market positioning