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The Applied Study on Apparel Brand Personality in Beijing

Author: DaiWeiYa
Tutor: NingJun
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: Brand personality The apparel brand personality dimensions Beijing area clothing brand personality Analytic Hierarchy Process (AHP)
CLC: TS941.1
Type: Master's thesis
Year: 2010
Downloads: 161
Quote: 0
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Abstract


14 clothing brand in Beijing as the research object , on the basis of brand personality , brand personality dimensions , the apparel brand personality dimension theory and related concepts literature , combined with the inherent law of the apparel industry and apparel brand apparel brand personality analysis of the Beijing area formation of the influencing factors , the use of the Analytic Hierarchy Process (AHP) weight coefficient determination of the Beijing area clothing brand personality dimensions and apparel brand category , designed clothing brand personality consumer questionnaires , analysis of variance , T - test and correlation analysis exploratory proposed the Beijing clothing brand personality dimensions and personality performance mainly to the following conclusions : ( 1 ) to analyze the environmental factors affect the Beijing area clothing brand personality and consumer factors on qualitative research in Beijing personalized performance apparel brand - stylish , personalized , casual , classic , tasteful , traditional modern inclusive and internationalization . ( 2) determine the Beijing area clothing brand personality dimensions and the Beijing class brand group ( brand of men 's, women's brand underwear brand sportswear brand children's clothing brand ) weight coefficient . Beijing area clothing brand personality dimensions \The group of \( 3 ) exploration of the clothing brand personality of the Beijing area . Menswear, womenswear, lingerie , sportswear and children's wear brand with higher scores on the two dimensions of \each dimension there is a significant difference .

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CLC: > Industrial Technology > Light industry,handicrafts > Garment industry,footwear industry > Garment industry > Basic theory
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