With the hot competition in apparel market, improving customer value has become a key measure for garment enterprises to win. As for the trend of diversification of apparel market demand, this article examines brand value from the perspective of consumers, and investigates attitude of the intellectual 80’s women in Hangzhou. Then the results show that the intellectual 80’s women are rational in apparel brand consumption. They pay attention to the functionality of garments, the symbolism of brand, the fashion and culture taste, the consumption experience. And according to the results of the partial correlation analysis and T-test, this paper finds that due to the difference of sample characteristics, there are significant differences in the dimensions perceived value.