Evaluating the Criteria for Choosing a Clothing Brand Using Analytic Hierarchy Process

The selection of a clothing brand has become increasingly complex due to the wide variety of options available in the market and evolving fashion trends. This paper presents an application of the Analytic Hierarchy Process (AHP) in choosing a clothing brand. The AHP methodology is used to identify the criteria and sub-criteria considered by consumers when evaluating a clothing brand, and the relative importance of these criteria and sub-criteria. Four criteria, eight sub-criteria, two for each criteria, and six clothing brands are considered in this study. The AHP results reveal that respondents prioritize quality and durability criteria, especially material quality, indicating consumers value the materials used in a brand’s clothing. The other important criteria is convenience and shopping experience criteria, with physical shopping experience being the highest-valued sub-criteria. The findings of this study give insights to businesses about the market, for improving product development, enhancing customer experience, and increasing competitiveness. Moreover, customers benefit from these findings by making more informed decisions when choosing a clothing brand.