Study On The Development Strategy Of High-end Clothing Brand Of China

Chinese high-end clothing brand has highlighted a greater market space, but most of theChinese market was occupied by foreign high-end clothing brands. Statistical analysis hasshown China has become the world’s largest luxury goods consumer country. Today Chinahas possessed a number of high-end clothing brands, but the development of these brands hasbeen threatened by foreign high-end clothing brands. As huge Chinese capital outflows, thisbecame the obstruction on the development of Chinese garment industry.This paper aims to study the strategy of American Apparel brand development andconsumer satisfaction and expectations of Chinese high-end clothing, thus analyzing theChinese high-end clothing brand development strategy, which makes modest effort onChinese garment industry. Under the background of the U.S. apparel brand development, thispaper will use comprehensive and objective summary on research of development Americanapparel industry and advantages of brand management, by investigating the merit ofconsumer on different apparel brands between China and US to draw the final conclusions.Literature, empirical survey, descriptive statistics and research methods will be used for thestudy to validate the analysis concluded.This paper starting from the study the apparel industry between China and US, outlinesthe development of related elements of apparel industry. In the second part, this paperanalyzes the American clothing brand development of the historical background, and throughthe case analysis of success factor of US clothing brand development strategy. At the sametime, by understanding the historical background Chinese garment industry development, thispaper analyze the development China existing high-end clothing brands.In the third, fourth and fifth part, this paper use SPSS statistical software to analyze theconsumer on Chinese and American clothing brand tendency, the degree of brand operatingadvantages, the desired summary. The sixth part is based on the consumer perspective of howenterprises establish a high-end clothing, including product design, brand promotion strategyand marketing strategy of expectations. Finally, China high-end clothing brand developmentstrategy will be analyzed based on the role of government and enterprises, relevant proposalswill be given for the development of brands.