Preliminary Study on Brand Internationalization Strategy of TANGY Collection

Abstract:

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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)

Edited by:

Xiaoming Qian and Huawu Liu

Pages:

651-654

DOI:

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

Citation:

S. Zhao and 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

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Price:

$35.00

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