Research Of Apparel Brand Overlap Based On Customer Perceived Value

There comes fierce brand competition in the apparel market after the competition of price, quality and scale. According to statistics, there are more than 100,000 clothing brands in China's market. About 2,000 brands quit the stage every year. Enterprises realized that a dominant brand is important. Thus the garment industry is being imperative for development towards creation of high value-added and high quality apparel brand.New apparel brands are springing up. Although many enterprises have established their own brands, the mode of production and operation are traditional, which cannot adapt to market trends. Because of ignore the development of product potential value. Sometimes there is no significant distinction and uniqueness between two brands. Customers have become difficult to detect the differences between one brand from other competition brands. At the same time, in order to protect original value of the brand and maintain healthy development of brand market, a number of garment enterprises are concerned about brand overlap phenomena.The concept of "overlap" in brand field is from ecology. Competition of brand and brand overlap is similar to species competition in the ecosystem. Existing theories explained for the problem related to the brand overlap. In recent years some scholars use ecological theory, with the reference of niche overlap formula for evaluation of brand overlap. Based on customer perceived value, this paper constructs apparel brand overlap identity model to exploratory analysis apparel brand in the view of consumers.The main contents are as follows:①Comb the development of brand identity theory and models. Summarize the study of brand overlap from the different perspective of brand, niche and brand niche. Propose new method of evaluation dimensions based on customer perceived value theory. Research the issue of the brand overlap from the view of consumers. ②Summarize the main manifestations of brand overlap in apparel market based on the development of domestic and international apparel brand and market,.Use SWOT analysis from different perspectives. Give a definition of apparel brand overlap. Evaluate frequently-used methods from perspectives of the brand, niche, brand niche and customer.③Constructing apparel brand overlap identify model based on the theoretic of scholars. Select three dimensions:product identify, brand image and customer experience, then extract nine identify elements. Explain the applicability of the model and related assumptions.④Select the appropriate description to complete questionnaire after the combination of field research. Analyze data by SPSS 17.0 software, and then test quality of questionnaire. Compared to the mean value, analytical the structure of model by factor analysis and identify consumers by cluster analysis.⑤Cluster analysis show the respondents are divided into two types, determine their cognitive tendencies by comparing the mean values.⑥Based on experiment of product identification and analysis of observation from eye movement cognitive instruments, the results showed that the awareness to apparel brand overlap of consumers are almost the same. The influence of apparel categories to differentiate brand overlap is lower. Finally we put forward a proposal of brand development and maintenance with results from three aspects to garment enterprises.The method in the research enriches multi-disciplinary integration of apparel brand.It expand methods of quantitative research in apparel marketing theory by measuring brand overlap, which has some reference value for garment enterprises to develop brand strategy and build a competitive brand.