Thesis
A study of effective apparel brand building strategies in the Chinese market
Washington State University
Master of Arts (MA), Washington State University
2010
Handle:
https://hdl.handle.net/2376/101589
Abstract
This research aims to develop effective apparel brand building strategies for Chinese domestic casual wear companies. Grounded theory was applied to conduct this research. Based on the answers gathered from eight open ended in-depth questionnaire interviews, brand knowledge of senior managers in Chinese casual wear companies was accessed and analyzed. In addition, the characteristics of the Chinese market and Chinese consumers were determined. Most importantly, this research identified several effective brand strategies for Chinese casual wear companies. Overall, the following findings are derived from this study. First, most interviewees recognized the value of brands and considered brand establishment as an essential step for the sustainable business development. Second, in the target market determination stage, many Chinese casual wear companies still relied on senior executives' personal experiences and judgments rather than sought professional consultations and conducted rigorous analysis of data and information from primary research. Third, although there is no complete evaluation system developed to assess the effectiveness of brand strategies, from industrial professionals' point of view, several brand strategies were generally considered as useful strategies for establishing casual wear brands for domestic companies. They are 1) create differentiation in product design and brand image, 2) keep pursuing newest style, 3) seek celebrities endorsement, 4) provide sponsorship for public events, 5) advertise in public media, 6) establish VIP club, and 7) present brand logo on products. Fourth, the cost of building a casual wear brand in the Chinese market rose rapidly in recent years, and well educated employees were highly motivated to be involved in brand building process. Last, with the continued economic and social development, the Chinese consumers become more conscious about brands, and are more aware of international fashion style and trends through multiple channels.
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Details
- Title
- A study of effective apparel brand building strategies in the Chinese market
- Creators
- Ranran Xiao
- Contributors
- T. Chi (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; Pullman, Wash. :
- Identifiers
- 99900525016701842
- Language
- English
- Resource Type
- Thesis