The Applied Study On Apparel Brand Personality In Beijing

14 apparel brands selected from Beijing are used as the research object in this paper, which is on the basis of literature review about brand personality, brand personality dimensions, clothing brand personality dimensions theory and related concepts. Considering the inherent laws of apparel industry and apparel brands, Beijing clothing brand personality factors are analyzed. Analytic Hierarchy Process (AHP) is used to analyze the clothing brand personality dimensions and weight of clothing brand categories. A consumer clothing brand personality questionnaire is designed and the field work is implemented successfully. Variance analysis, T test and correlation analysis are conducted in order to put forward the Beijing clothing brand personality dimensions and personality performance. Main conclusions are as following:(1) By analyzing the formation of apparel brand personality factors as well as the environmental and consumer factors, qualitative research confirms the characteristics of Beijing clothing brand personality - stylish, personalized, casual, classic, good taste, traditional, modern, inclusive and international.(2) The weight coefficients of the dimensions of brand personality in Beijing and 5 groups of clothing brands (men's wear, women's wear, underwear, sportswear and children's wear) are determined. As for the Beijing clothing brand personality dimensions, the weight coefficients of "Sincerity", "Exciting", "competence", "Sophistication", and "Ruggedness" are 0.0916, 0.1980, 0.3626, 0.3043, and 0.0435 respectively. As for the 5 groups of clothing brands, the weight coefficients of "Men Group", "Women's Group", "underwear group", "sportswear group", and "children's clothing group" are 0.1997, 0.2928, 0.2644, 0.1810, and 0.0620 respectively. (3) Beijing clothing brand personality is put forward. The "competence" and "Sophistication" dimension have higher scores in clothing brand of men, women, underwear, sportswear and children and there are significant differences in dimensions such as "sincerity ","exciting" "competence", "sophistication" and "ruggedness".