Paper Title:
Preliminary Study on Brand Internationalization Strategy of TANGY Collection
  Abstract

In 1994,China’s export amount of textiles and garments reached 35.55 billion US dollars, which turned China to be world’s largest export country of textiles and garments. After being ‘World No. 1’ for more than ten years, Chinese fashion companies shouldn’t only restrict to OEM model. With the development of global economic integration, more and more international fashion brands are pouring into China to take hold of Chinese market. But for international market, most Chinese fashion companies appear to be nervous. However, some Chinese fashion companies have implemented internationalization strategy and reached first base. Combining the fashion brand --TANGY collection, which is under Shenzhen Liangzi Fashion Industrial Co., Ltd, this paper mainly discusses the implementation of its internationalization strategy.

  Info
Periodical
Advanced Materials Research (Volumes 332-334)
Chapter
Chapter 4: Principle of Textile Design
Edited by
Xiaoming Qian and Huawu Liu
Pages
651-654
DOI
10.4028/www.scientific.net/AMR.332-334.651
Citation
S. Zhao, Z. Zhang, "Preliminary Study on Brand Internationalization Strategy of TANGY Collection", Advanced Materials Research, Vols. 332-334, pp. 651-654, 2011
Online since
September 2011
Authors
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Price
$32.00
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