Study Of Brand Strategy And Core Competitiveness Of China's Clothing Enterprises

With the development of China garment industry for 20 years, China has become the biggest apparels producing and consuming country. Yet up to now, there is no world-renowned fashion brand in China. Building a worldwide famous fashion brand name has long been the goal that China fashion industry has strived for.With China joining WTO, the textile and garment industry should benefit the most from it. This thesis briefly introduces the opportunities and challenges given to our garment industry after joining WTO, and analyses both advantages and disadvantage of our garment industry. Joining WTO is favourable for expanding our garment export, upgrading our garment industry, and improving our overall competitiveness. However, joining WTO also means great competitions and challenges for our garment industry. From the foreign trade perspective, our garment companies will lose their competitive edge, as they have been competing in the international market mainly through low pricing for many years. From the standpoint of domestic trade, joining WTO will bring in competition, therefore our local brand will face challenges from the world brands. Detecting, developing and managing core competences has become an important way for enterprises to win competition. Based on the analysis of both brand and core competence, the characteristics of garment industry, and the competitiveness of our local garment companies, the thesis brings forward a point of view that garment enterprises should take brand management as their core competence. At last, in light of the theories discussed beforehand, the thesis analyses the development history of our garment brand and the major problems we are facing at the present time. For these weakness and shortcomings, our garment enterprises should look for new development model, build up a scientific and modernized management system, follow international brand's operation model and eventually develop our own international garment brands.In the twenty first century, with China garment industry transferring from quantity style to brand style, brand strategy is the only way to modernization and internationalization.