服装市场的迅速发展与激烈竞争孕育了我国服装品牌经营的理念。首先，在服装市场迅速成长的过程中，服装消费者的消费行为日趋成熟，并形成了品牌消费的习惯。这是服装品牌经营的客观基础。其次，许多服装企业在市场经济体制改革的过程中，已经建立了规范、科学的现代企业制度? The rapid development of the apparel market and fierce competition gave birth to the concept of apparel brand management in China. First of all, in the process of the rapid growth of the apparel market, the consumer behavior of apparel consumers has become more and more mature, and has formed the habit of brand consumption. This is an objective basis for apparel brand management. Second, many garment enterprises in the process of market economy system reform, has established a standardized and scientific modern enterprise system?