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服装淘品牌是指依托淘宝平台的培育和推广而崛起的网络原创服装品牌。服装淘品牌因设计个性化在网络上广受追捧，但随着传统服装品牌的冲击，服装淘品牌缺乏品牌竞争力的问题暴露无遗。概括而言，从事电子商务的服装店铺的文化建设主要存在两个问题：一是忽略首页品牌文化建设的重要性，二是缺乏标识性的模特形象，致使淘品牌未能塑造鲜明的品牌形象。","Amoy branding garment is refer to the cultivation and promotion of relying on the Taobao platform,which is rapid rise of the original clothing brand through the network.Amoy branding is different from the other clothing by its popular personalized design on the Inteet.Amoy Brand lack of brand competitiveness has been found through the impact of traditional clothing brand attacked.Through the research in some e-commerceclothing shops,it shows that there are two main problems of spread brand culture.One is Amoy brand can not realize the important of how to use the home page spreading their brand culture,the other is Tao branding lack of identification of the model image, which is not conducive to the Amoy brand building a distinctive brand image.