Ground theory was the basis for qualitative analysis in this study. Face-to-face personal interviews were conducted to gain the inside relationship between the concept of the brand trademark in clothing and the consumer behavior. The results revealed that there were variable factors affecting the consumer's decision making for purchase the brand trademark in clothing. Beside this, each stage of the process of decision making was influenced by various direct and indirect factors. Moreover, the motivation of consumption also presented in under different situations. The findings showed that the brand trademark in clothing presents different meanings for the consumers. Therefore, the results of this study not only could provided valuable information for teaching courses in majored fashion merchandising and for the clothing industry, but also promoted the deeper consideration for band trademark designs, culture, and art.