| Two specialty retailers of private label apparel, Uniqlo and Gap, compete in China to win the foreign branded, casual wear market. This paper aims to shed light on the successes of both firms and decipher how they can be attributed to brand strategies and consumer perception. By looking specifically at internationalization strategy, entry method and marketing in China and sourcing/manufacturing practices, the differences in each brand strategy will be unveiled and compared to existing literature. Then, through personal interviews with young urban Chinese, one consumer segment’s perception will be discovered. Thus through literature reviews and personal interviews, this paper decodes the strategies and consumer perception that drive the success of these firms in China. |
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