Study On Shanghai's Fashion Industry During The Republic Of China Period

Postgraduate: Zhai Meiyu Supervisor: Liang Hui'e Zhang Jingqiong Major: Fashion Design and EngineeringThis paper made a research on Shanghai's fashion industry during Republican China, which used Bain's SCP to describe the characteristics of Shanghai's fashion industry during that time. Firstly, the main condition of Shanghai's fashion industry during Republican China is discussed from two aspects of consumers and producers. Then the author confirmed the structure of Shanghai's fashion industry during Republican China as a competitive market. The apparel enterprises here provided consumers with products and services as special as possible to gain more profits in the market. Thirdly, the conducts and performances of the enterprises in this industry were discussed. Most enterprises'clothes manufacture and marketing are in one shop. Effective advertisements and sale promotion were used in the competition. Large fashion enterprise gained more profits than the small. Finally, the author made a research on Shanghai's fashion industry association during Republican China which played a good role in the markets'self-restriction.From this research, the author holds that enterprises in Shanghai's fashion industry during Republican China had made a good relationship between competition and corporation. From one hand, they made competitive activity in the market f. From the other hand, they can unite together to protect the whole market's profit. This kind of relationship is very useful for nowadays fashion industry.