“Core Value” is the soul of fashion brand, the substantial characteristics of its own instead of the others as well as the essence distinguishing itself from other fashion brands, especially competitive fashion brands and “there are not recognition, reputation and loyalty of fashion brand without its core value”. But in my opinion, recognition of fashion brands comes from customers’ understanding and identification of brand concept and connotation instead of value; reputation comes from commitment, image and personality of the brand and so forth instead of value; loyalty comes from integration of faith, spirit and value concept instead of value. Therefore, “core value of fashion brand” should be naturally named as” core concept of fashion brand”. Connotation of fashion brand is multiple instead of an advertisement and logo, and the concept of fashion brand is far more than its products. The definite brand concept of HM is to provide the best quality costume with a reasonable price. There are many products for consumers to choose, but the capital and resource are limited. If a client enquire your core value of fashion brand, you will think “what concept should I told the client? What purchase reason should I offer the client?” Fashion brand planning needs to create consumers’ aspiration for the fashion brand, enabling them to feel that they can’t catch up with the times if they don’t purchase the products of such fashion brand.