A Study Of Building Chinese Self-owned Menswear Brands

There is no doubt that apparel industry has very important value for Chinese domestic consumption area and exportation area. China has been the biggest country of clothing manufacturing and exportation in the world. But in fact, most clothing business enterprises do OEM business for some foreign brands, which causes about 80% of the benefits be earned by foreign brands in the name of additional value. Low benefits and shrinking domestic market share which made by the coming of foreign brands cause Chinese apparel industry to consider that it is very critical to establish self-owned strong brands if she wants to develop well in the next stage.As a part of apparel industry, menswear industry develops better than any other parts. That is why this paper chooses it as a study object. In general, Chinese self-owned menswear brands which have many years of history are almost established in the period when the planned economy turned a track toward the market economy. These enterprises once obtained a good market position and were awarded the title of "Chinese Famous Brand", because of the enlarging of production scale and the improvement of quality. But at that time, many entrepreneurs didn’t know the true meaning of "brand", and they thought "brand" was equal to "trademark". With more and more foreign brands’ getting into Chinese market lately, domestic self-owned menswear brands which positioned to the middle and high-class markets had to give up the high-class markets. Most industry insiders have to admit the fact that Chinese self-owned menswear brands have a bigger margin with foreign brand obviously in the idea and strategy of brand building. In order to promote the whole development level of Chinese menswear industry, it needs to increase the brand power of existing brands, and it also needs to establish new brands to strengthen the procession of self-owned menswear brands. Neither of the sides can get away from the thorough research on the relating theories of brand.Through the refreshment and induction of the research system of the brand theories, it shows that the building of strong brand similar with the building of strong brand equity, consumer-brand relationship is very important factor which influences brand loyalty, so it also is the critical resource of brand equity. The reasons of consumers’ establishing relationship with brand can be considered from two aspects: rational aspect and sensitive aspect. As a result, from the angle of establishing brand equity, it needs to satisfy both rational demand and sensitive demand of consumers. Then it abstracts customer satisfaction index and brand personality respectively from these two aspects. And then, according to the two concepts and menswear’s characteristic, analyzes the main problems of Chinese self-owned menswear brands, and discusses the countermeasures. At last, this paper does an empirical research on H menswear brand which is established in Shanghai.The innovation points of the paper: 1. Applies the theoretical research of brand equity to Chinese menswear industry, and does an empirical research. It is not only a try which makes the theory of brand equity more suitable to China’s specific conditions, but also different from the traditional theory which didn’t divide line industry to respectively discuss and just generalized about the matter because it combines the situation of Chinese self-owned menswear brands and the characteristic of menswear to specialize which makes the conclusion more practical. 2. Establishes a path model of brand equity based on the consumer-brand relationship through the integration of authoritative models of brand equity.