The Strategies How Veeko Enters The Domestic Market

Ladies' wear, which shows rich change and quickness in fashion, is the prominent mark of a nation's fashion art and the level of the costume industry. The ladies' wear at home is developing rapidly these years, but still exist some problems, say the improper positioning, the vague brand and image, the short lifecycle, relying on the price competition, etc. The essay, through analyzing the development of Veeko (a ladies' wear brand in HongKong), is to probe its strategies how to enter the domestic women's fashion market, thus gain the ways of success and the secret of its constant development. In which, through the introduction of the background and the analysis of the environments and the brand itself, we can see the positioning of Veeko in the domestic markets and the strategies for stage development. Meanwhile, the relative brands and the markets, channels and terminals are involved as well in the research in this essay, so as to systematically analyze how the brand of Veeko explores the market, establishes the image and accumulates the capital. Finally, the personal suggestion is offered. In the analysis, much knowledge is applied, such as market survey, analyzing competitors, analyzing the cost and benefit, combining the theory with practice in marketing, channeling and branding, hoping to give the light on development of ladies' wear at home.