Abstract: For further exploration of the characteristics and the emotional experience’s problems in fashion products, the article combine the emotional factors with brand clothing design, analyze the features and performance elements of emotional factors in fashion products on the basis of brand recognition. By understanding of the activities of public emotional awareness , emerge the generation and management model of clothing brand’s emotional factors, further discuss the implementations for the structure of the brand style. Taking the case of Levi 's cowboy brand, to elaborate the inheritance and innovation of emotional factors in brand clothing design, and to make a theory and practice cross-reference for continued design of the clothing brand.

Key words: emotional factor, clothing brand, inheritance, characteristic