The Cognitive Evaluation of Fashion Brand Styles

In designing fashion brand, there are two critical indexes, which are conformity between brand style positioning and consumer cognition, and consumer preference. In this study, the sensory evaluation was yielded via psychological experiments, by using clothes of certain brand in summer 2010 as samples. With E-prime system, 46 female undergraduate volunteers were selected for the psychological experiment. The results indicate that most of these clothes had not reached the brand positioning requirements on "urban" and "modern", and the volunteers' preference of these clothes was moderate. This study provides a method to predict the consumer acceptability of fashion brand.