The development of competitive brand strategies for marketing Hong Kong based menswear in China

Pao Yue-kong Library Electronic Theses Database

The development of competitive brand strategies for marketing Hong Kong based menswear in China

 

Author: Leung, Wai-wah Wells
Title: The development of competitive brand strategies for marketing Hong Kong based menswear in China
Degree: M.A.
Year: 2000
Subject: Clothing trade -- China -- Hong Kong
Clothing and dress -- China -- Hong Kong -- Marketing
Men's clothing -- China -- Hong Kong -- Marketing
Clothing trade -- China
Consumer behavior -- China
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: 107, [17] leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1505776
URI: http://theses.lib.polyu.edu.hk/handle/200/4851
Abstract: The textiles and clothing industry is the mainstay of the Hong Kong economy. The industry had undergone great changes since 1940s when it started in Hong Kong. Over the past years, Hong Kong has evolved from a low - cost apparel supplier into a competitive clothing center providing business services ranging from design and manufacturing to marketing and retailing. The industry has built up a very strong reputation for its reliable quality, quick response and excellent fashion sense. After the development in the past few decades, the softgoods industry is still a dominant force in the global supply chain of clothing to major markets around the world. However, the Hong Kong clothing industry is undergoing structural change. The industry is adjusting in order to survive and face keen competition from other low cost exporting countries. Recently, Hong Kong clothing manufacturers have moved into creating consumer demands through design and marketing. The industry has developed the capacity to supply directly to the consumers through branded marketing and retailing. The industry is well - positioned for exploring the potential of the consumer markets in Asia. Moreover, it can be observed that China's clothing market is very large. According to the country's statistics, the retail sales of clothing increased by an average annual rate of 14.9% to reach RMB364 billion between 1992 and 1998. As the buying behaviors of the consumers are getting more sophisticated, it is essential for Hong Kong based clothing companies to engage in the developmentof brands in order to gain a foothold on the Mainland clothing consumer market. This is especially true as brand name competition is expected to intensify when the market becomes more liberalized after gaining the WTO accession. However, successful establishment of a brand will require good understanding of the market so as to have a right marketing positioning. Hong Kong has a significant advantage of being geographically close to China. We understand the potential of the China's consumer market. It represents a competitive opportunity for the future development of Hong Kong clothing industry in the long run. The objective of this study hence was to provide a comprehensive analysis on the demand characteristics and market competition on the Mainland. Moreover, it examined the current strengths, weaknesses of the Hong Kong clothing industry for meeting the global challenges. It also identified the market opportunities and competitive threats to the Hong Kong based menswear brands. This dissertation presents a comprehensive look at the China clothing retailing market. It is hoped that this study will be useful to the Hong Kong based clothing firms for the further exploration and development of the China's consumer market. The report follows the outline below:

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