Preliminary Study on Brand Internationalization Strategy of TANGY Collection

Song Zhao; Zhe Zhang

doi:10.4028/www.scientific.net/AMR.332-334.651

Paper Titles

Evaluation of Multi-Property Knitted Fabrics
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Multi-Objective Optimization of Blending Ratio of Outlast Fiber/Cotton Blending Yarn
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Study on Selvage Warp Coefficient Based on Silk Fabric Specifications Database
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The Design Principle and Weaving Technique of Distance Fabric
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Preliminary Study on Brand Internationalization Strategy of TANGY Collection
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The Design Methods of Najin Products with Jacquard-Weaving Embroidery Effect
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Study on the Intelligent Analysis of Weave Pattern Based on Secondary Encoding Technology
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Grey Simulative Effect Digital Jacquard Fabric Design with Full-Color Compound Structure
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Development of Fabric Knitted by Hemp/Cotton Yarn
p.667

HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 332-334Preliminary Study on Brand Internationalization...

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.