A Research On Hong Kong’s Tide Brand Culture

Tide brand is the unique dressing style gradually created by young people who come together to make such clothes. Hong Kong I.T apparels Ltd. is a pioneer in leading the fashion and clothes retail market in China, including many agent brands and original fashion brands, which are well received by young people. Taking Hong Kong I.T apparels Ltd. for example, the thesis discussed the development history of Hong Kong tide brand culture. C hapter One summarized the status quo of research in relevant fields and defined the concept of tide brand and tide brand culture. C hapter Two mainly explained the brand culture innovation theory of Douglas B. Holt. Chapter Three explored the background of Hong Kong’s tide brands and its present status. C hapter Four researched the history of Hong Kong I.T. apparels Ltd. in chronological order. Guided by Douglas B. Holt’s brand culture innovation theory, the thesis analyzed the I.T brand development and stated the importance of tide brand culture building further. I.T apparels Ltd has its successes and failures, which are valuable experience for mainland brands to learn in building its own young tide brands.