The literature on clothing store brands showed the inadequacy of the conventional marketing mix strategy. Because of this scarcity, recent scholars have suggested evaluating the service marketing mix (SMM) for ”clothing store brands” by adding an additional important element, namely after-sales service. This research therefore investigated and incorporated the one new dimension of the service marketing mix instead of following the conventional 7 P’s of SMM. This study also investigated the impact of SMM store brands (promotion, place, people, product, price, process, physical evidence and after sale service) on service value and customer retention to clothing store brands in China. Since there are so many new entrants selling and providing similar goods and services, clothing store brands suppliers from ”China” compete with each other in a competitive market. As a consequence, retention becomes a concern. Convenience sampling technique data were collected from surveys conducted with different people in different positions, e.g., professor,Ph.D. students,M.Sc. students and B.Sc. students of different nationalities. In ”China” the sampling technique data were used to obtain data from store brands where customers have ever bought clothing store brands in China. This study gathered a total of 385 usable questionnaires and analyzed the data using the Partial Least Square Method. The result showed that the service marketing mix has a significant positive impact both directly and indirectly on customer retention through Service Value (SV). This study will be of interest to the clothing store brands industry to understand how marketing mix approaches are important for sustaining a long-term customer relationship. This study indicates a selectivity of right marketing activities to suit the particular business at a particular time and then to use it in particular situations.