Study On Characteristics Of DongZang And Shanghai Fashion Industry During The First Half Of The 20th Century (1912-1959)

Shanghai’s Fashion industry during the first half of the 20th Century plays a significant role in the development of costume history of Modern China. Both of its peculiar timing in history and the structure of industrial organization at that time determined the distinctive characteristics of the industry along with the development of Shanghai fashion during the period of the republic of China. The thesis focuses on the research subject - the DongZang fashion company, which is the most typical representation and most influential of the Shanghai fashion industry during the first half of the twentieth century. This thesis, from modern management’s perspective, is a comprehensive research that bases on detailed historical materials, research documents, and oral accounts of related personnel. The research is conducted in a way that combines the concepts and theories of design, fashion and industrial economics.The thesis, based on the case of DongZang, the fashion industry in Shanghai to two historical periods of time-the Period of the Republic of China and the post 1950s. First of all, under the historical background and the cultural environment in Shanghai during the Period of the Republic of China, let us introduce an overview of DongZang Fashion Company. Then the development of DongZang is analyzed through aspects of operational scale, servicing process, marketing strategy, management model, store display and the main consumer groups. It was a well-known fact that DongZang Fashion Company represented the characteristics of that special period with its unique scale of operation, design and technical ability. DongZang took the lead of industry for its innovative means of external marketing and internal talent retention and promotion. The major consumer groups were gradually targeted at middle-class women. Secondly, the thesis explores the characteristics of Shanghai fashion industry with the representative example of DongZang in five aspects: industrial layout, industrial management, marketing behavior, political policy orientation and industrial development. By comparing Chinese-owned enterprises with foreign industry stores in the same period, we conclude at how to achieve profitability by product differentiation, diversification of the marketing tools for Shanghai enterprises in the Period of the Republic of China. At the same time, with the "Eight Honored Stores" represented by Dongzang, we analyze the classification system for fashion shops resulted from the development of Fashion Industry Association. Finally, it illustrates the impacts on the brand positioning and marketing methods of DongZang fashion company, and also analyzes the changes to the fashion industry by changing the public-private partnership system in 1950s.Through the in-depth study of the Shanghai fashion industry which is represented by DongZang Fashion Company in 20th century, the thesis summarizes the overall characteristics of Shanghai’s fashion industry under such a special historical background, as well as the effective developmental path and experience of the local fashion brands in the different periods of time. It will not only help us explore the future development of local traditional Chinese brands in the new era, but also has far-reaching significance on the future trends of Shanghai fashion industry, even China fashion industry.