摘要:从“营销导向”到“品牌导向”，现代商业正在向更高境界探索。然而品牌其内涵和外延，经历了数十年，不断地发生着变化。关于品牌的著述颇丰，研究者以不同角度对品牌的本质进行了挖掘，所以有“品牌价值”与“品牌个性”的说法。

　　　 “品牌个性”的提出，将品牌从物化变为人化，使其具有了生命，不同的品牌有了自己独特的“个性”，消费者能够发现不同品牌的差异，并找到自己喜欢的那些品牌。个性化消费随着商品社会的发展而有了生存的空间，“差异化营销”着眼于产品本身使得市场不断地被细分，以满足不同客户的个性化消费。而品牌个性的差异，成为鲜活的，能够为人真实感知的形象化事物。对于不同的客体来说，意味着不同的文化背景、意识形态、人生观和价值取向，对于商家来说，抓住顾客的需求并去迎合这些需求无疑是必须的，同时去挖掘顾客潜在的和深层次的需求，对于企业的长远发展来说，也是势不可挡的趋势。

我国服装品牌众多，但至今还没有一个世界闻名的服装品牌，究其原因，品牌个性的缺失是影响我国服装品牌发展的重要原因。品牌个性的缺失一方面反应了我国服装企业品牌意识不够，另一方面也说明了我国服装企业管理能力不足。“短视行为”对我国服装产业的长期发展造成了严重的负面影响。

本文系统分析在服装行为中消费者个性与品牌个性之间的联系，寻找消费者在服装行为中的最终需求，对我国企业来说，面对个性消费的现实存在，准确定位，充分了解顾客消费心理，有的放矢地进行品牌建设才是创建名牌的光明之路。 

关键词:　服装行为 服装品牌 品牌个性 消费者个性 个性维度

Abstract:From “sales oriented” to “brand oriented”, modern commerce is developing into a higher stage. Meanwhile, the connotation and extension of brand has been constantly changed during the past decades. There are ample researches on brand, and the researchers has tapped the essence of brand from varies angles, therefore came up with “brand value” and “brand personality”.

　　　“Brand personality” has endowed the brand with life and personalized the brand, to identify each brand with a unique “personality”. Therefore, consumers can identify the differences of each of the brand and find their favorite. Personalized consumer found its space of existence with the development of commodity society. With an eye on the products personality therefore enabled the market to be segmented, differentiated sales can meet varies consumption requirement for different customers. The difference of brand personality has become symbolic of a vivid and tangible existence. These means different culture background, ideology, philosophy, and value orientation for individuals. For sellers, a grasp of these requirements is a must, and it is an inevitable trend to further tap the potential and deep requirement for a long term development.

There are many garment brands in China but no world-renowned one so far. One of the most important reason for this is the failure to build up the brand personality. On one hand, this reflects that China’s garment industry don’t have enough awareness of the importance on brand strategy, on the other, it also shows the disability in China garment industry enterprise management. Such a “short-eyesight” has exerted a serious negative impact on the long term development on garment industry in China.

The author systematically analyzed the relationship between consumer personality and brand personality. The thesis came up with the conclusion that a feasible solution for Chinese companies is to identity the ultimate demand in garment consumption of the consumers, face the reality of personalized consumption, fully understand the customer consumption psychology and properly position the brand to establish a brand strategy in China Fashion industry.

Keywords:　Clothing Behavior  Clothing Brand Brand Personality  Customer’s Personality  Personality Dimension