Research On Garment Self-brand Building Of Liaoning Province

After the financial crisis, garment industry in Liaoning province is faced with an unprecedented situation.For example, Labor cost increases higher and labor recruitment becomes more difficult.After entering a middle-income stage,China will further improve people’s income and step up to middle to top stage. Income of people improves constantly.The demographic dividend is disappearing continuously.It is unable to change the trend,so the key to the development of garment industry is rely on upgrading and enhancing the construction of independent brands.Based on the current garment industry at home and abroad, through SWOT for the analysis of Liaoning’s garment development, this article creatively combines the Porter’s Diamond Model with enterprise’s research analysis to explore the construction of independent brands. The use of the Porter’s diamond model is mainly to study the industry competitiveness. The first task of developing clothing brand is to understand the brand competitiveness, so analysising of clothing enterprises based on the Porter’s Diamond Model is scientific. In the perspective of Porter’s diamond model, we transform the analysis of the industry into the analysis of a single enterprise and then find the integrated point of diamond model with clothing brand development for further exploring. Based on this theory, five representative clothing brands in Dalian are selected for analysising. The brand research content is designed from several aspects as follows: the clothing brand production elements, demand conditions, related industries, enterprise strategy structure or competitors and policy opportunities. In this article, the concept of “mandatory cost” and “tactile communication” in clothing brand construction are presented innovatively. It provides suggestions on Liaoning province clothing brand construction.