In recent years, in apparel industry, EC market is expanding, and it is needed marketing strategy considering the needs of customers. In this study, we aim to identify fashion brands related to customer growth (named “key brands") which promote brand transition using two years questionnaire data targeting about 30,000 monitors. Specifically, we used questions about consumption values and favorite fashion brands. We conducted the factor analysis using the question items to obtain factors of consumption values and segment monitors based on the factor analysis. Next, we aggregate question about favorite fashion brands and we reveal key brands at each age and cluster.