An Empirical Study On The Components Of Fast Fashion Clothing Brand Image

Brand image is the core of brand, and the source of brand value.of all clothing retail brands which Enter the2011Ranking of the Top100Brands list are fast fashion clothing brand, among them, ZARA is more representative of the fast fashion brand. Fast fashion consumption in Europe and the United States is in a mainstream status, and gradually become the mainstream of domestic apparel consumption, Chinese clothing market has also become the place where international and domestic brands fiercely compete. In the face of the popularity and powerful offensive of international fast fashion brands, most of the domestic garment enterprises start to seek the successful experience of international fast fashion clothing brands. Compared to the successful brand image strategy of the foreign fast fashion clothing brands, domestic garment enterprises with limited resources must fully realize the internal structure and the elements of fast fashion brand image, seizing the key factors to effectively create brand image.Under the above-mentioned background,this research is based on the brand image and of the relevant theoretical study on the elements of brand image,and the existing index system which come from the empirical Study of the element structure of clothing brand image, take the Biel model as reference model, structure the elements system of clothing brand image. This system consists of three levels of promoter elements, the lowest layer have27specific base image factors; on this basis, in order to determine factor weight distribution of the fast fashion clothing brand image which is different from the general clothing brand. This research take ZARA as the empirical investigation object, through the questionnaire survey and analytic hierarchy process,and finally get the weight value of every specific factors. The results show that the weight value of specific factors in the three main parts of brand image have different degrees of difference;Based on constructing the brand image factors system of fast fashion clothing brand and determining the weight distribution, in order to further verify the rationality and feasibility of the factors system, while exploring how the overall brand image of the ZARA brand in the minds of consumers performace and what specific factors play an especially important role in contributing to good overall brand image evaluation. The research design brand image evaluation questionnaire of ZARA to get the score results of the consumer for the ZARA overall brand image and every level of specific image factors, and then using EXCEL2003and SPSS17.0for statistical analysis and hypothesis testing on the score data. Research results show that the construction of fast fashion brand image is reasonable and feasible, the weight distribution also has high reliability.This research not only construct and verify the fast fashion clothing inscape of brand image system, at the same time, through the empirical research, tracking out the success of ZARA in brand image and its specific image factors management, providing an important reference significance for the domestic clothing brand to create and enhance the brand image.