The study is to discuss the relationship between the business tactics of self-created brands of Taiwanese dress and the purchasing behaviours of consumers. A method of questionnaire has been adopted. Samples will be randomly taken from four areas of Taiwan, geographically north, south, west, and east. The statistical software system of SPSS has been used for analysis. Through surveying and analysing the opinions obtained from various consumers, the self-created brand business tactics can be better considered and supported. The study will present how consumers value dress, brand, and quality as well as their preference of style, pricing and material. The study is expected to offer a useful guide to relevant business parties and designers in Taiwan.