Create China's Own Clothing Brand

As a fundamental issue concerning about the national economy and people's livelihood, food and clothing have much sway on a nation's survival and development, which shows the importance of clothing industry. In the history of the development of world civilization, clothing also indicates the degree of social civilization besides serving people's physical needs. Textile and clothing industry has been playing an indispensable role in the development of the Chinese society that boasts thousands of years of civilization. Nowadays, as the pillar industry, the important part of national economy and the main source of our foreign exchange receipt, textile and clothing industry has made tremendous contributions to the rapid development of China's economy.However, in recent years, China's clothing export has slowed down due to frequent encounter with anti-dumping and other non-tariff barriers; the rapid development of clothes processing in Vietnam, India, Philippines and other developing countries is shrinking China's share in the international market; many types of clothes, particularly in the high-end market, are monopolized by foreign brands which are considerably competitive in domestic clothing market; the development of China's clothing industry is facing serious challenges. In order to overturn the current unfavorable factors, a growing number of experts and scholars hold that establishing and strengthening national brands will serve effectively in getting rid of the present predicament, and more and more clothing enterprises are regarding brand establishment as the primary developing strategy.In view of the above conditions, this paper analyzes the current situation of the Chinese clothing industry and the reasons for such situation, as well as the role and significance of brands, and explains the assistance brand establishment brings to the development of our country's clothing industry. Meanwhile, through citing examples of successful experiences of foreign brands and the combination of case study of LI-NING, I have explored on how China's clothing enterprises should establish our own brands and provided some recommendations.