Marketing measures like star advertisement, follow-up by imitation, discount and promotion adopted frequently in the past have all failed to be effective in the face of rational customers, many brand operators admitted. For customers with little difference in culture, lifestyle and consumption demand, the clothing brands, transforming from focusing style to brand operation and owning the similar consumption groups, find it difficult to stand out from the comparable brands irrespective of the fact that they make a luxurious exhibition of their brand culture in fairs or promote the brand image by extensive advertisement campaign.
As the similarity of products, price, shopping environment and target consumers becomes more obvious, it has become an indisputable fact for the success of terminal stores that adopting the brand image to increase the product value and expediting the realization of product value by service value of the brands.
