A Study on the Similarity of Fashion Brands Using Consumer Relationship and Consumer Sense

In recent years, in the apparel industry, the EC market and SNSs have been expanding. Then it is needed a marketing strategy considering the needs of customers. In this study, we aim to identify fashion brands related to similar brands and customer growth (named "key brands") which promote brand transition using a questionnaire data targeting about 30,000 monitors. Specifically, we used questions about consumption values and favorite fashion brands. We conducted the factor analysis using the question items to obtain potential factors of consumption values. Next, we classify monitors based on the result of factor analysis. Then, we aggregate question about favorite fashion brands and reveal key brands at each age and cluster. Finally, we compare to similar brands from questionnaire data with similar brands from tweet data from Twitter.