Establishing a Fit Model of Clothing Brand Supply and Demand Factors Based on Consumers´ Cognitive Perspective

With the extended relation theory of supply and demand, the article reveals a model of self-identity relation, which is a fit relation on supply factors of apparel brand and demand factors of apparel consumers´ cognitive structure. Different consumer groups have different consumption cognitive structure. It is the first step of enterprise marketing to penetrate and subdivide the cognitive structure of the business goal consumer groups. As being enslaved to the enterprise resources and commercial purposes, the supply and demand factors could not be fitted completely, and it is absolutely necessary for the enterprise marketing strategy to establish the advantages of brand supply factors which are different from competitors. The article analyzes the formative process of the apparel brand based on cognitive perspective. A strong apparel brand generally needs to break through four cognitive barriers, which are attention barrier, further memory barrier, cognition barrier and self-identity barrier, and then come into being the main elements of brand assets, such as brand awareness, brand awareness, brand association, brand knowledge, brand self-identity and so on. It is a core of the brand formation and realizing brand loyalty by breaking through brand self-identity barrier.