The Research Of Fashion Brand And Prospects In Beijing Status

The fashion industry develops promptly with China joining in WTO because the economical conditions have been improved rapidly as well as the continuous improvement of people's consumption level and the continuous strengthening of brand awareness. At the same time, with larger amounts of foreign brands being into the market, China's apparel brand development environment has been changed greatly. In the new environment, domestic apparel brands are facing with many opportunities and challenges.Beijing commercial scale is in a leading position on the guiding role of the country obviously. With the success of the Beijing 2008 Olympic Games held in Beijing, Beijing is even more attentioned to the world. Beijing will be through the clothing that the most commonly accepted vehicle to attract attention of the world, showing the Oriental culture and expanding international exchanges. Faced with such a huge space for development, how to maintain its competitive position and to be further enhanced integration with the international fashion? It is urgent and important to be issued in garment enterprises of Beijing.In this paper, the local brands of Beijing and the brands form home and abroad are my research object. Firstly, through field trips to the shopping malls in Beijing clothing, brand's market status as well as brand management have been conducted a comprehensive analysis of the status quo. Secondly, in order to explore the future development of fashion brands in Beijing market space, consumption trends and consumer potential have been analyzed. On the basis of it, quantitative methods of gray correlation analysis are been used to analyze the impact of consumer demand factors of the clothing market in Beijing. And Beijing clothing market demand for gray prediction model was established in using gray system theory. With the gray prediction model, the consumer apparel market in Beijing space is forecasted and evaluated in a short-term. Finally, the development prospects of clothing in Beijing brand of are analyzed in Beijing and the opportunities and threats of Clothing brands are also summed up. Combining the advantages and disadvantages of its own clothing brand, sustainable development and recommendations are given to enhance the competitive of brand.