Chinese Garment Industry To Build An International Brand Strategy

Chinese rag trade has grown up rapidly in recent years and china has been the largest country of producing, consuming and exporting habiliments. However, Chinese rag trade still stays at the stage of "manufacture" and lack our own international brand. Therefore, it is necessary for Chinese rag trade to realize the importance of building international brand as well as keeping the quantity of producing and exporting.In addition, following the trend of the development of world rag trade and the situation that world habiliments trade has entered after-quota times, which supplies international trade cooperation with well environment and growing space. Under this situation, the research on the tactics about how to build international brand for Chinese rag trade is necessary and it is just the problem that this thesis wants to solve.There are seven parts in this thesis: I introduced the present situation and trend of international rag trade in the first part. The second, analyze the problems existing in Chinese rag trade after introducing the present situation. From the third part to the sixth, industry tactics, brand tactics, marketing tactics and talent tactics etc. are inducted to building international brand, and at the same time, the responsive strategies are also given. In the last part, I introduce some Italian and French experience on how to build international brand for reference.