Building Fashion Brands In Shanghai Essay

1928 words - 8 pages

Conclusion

Although numerous previous researches covered the challenges of building fashion brands, this research aimed to find out much deeper information to present challenges of building fashion brands in Shanghai, a modern city of China.

This research was a explore research. The key data were from primary research. Both quantitative approach and qualitative approach were adopted. The entire participants were selected through a convenient sample for the reason that it is easy to access to the respondents. Thus, it is a time-saving way of sampling.

In the quantitative research, 171 questionnaires were collected and 138 of them were valid questionnaires. 77 questionnaires were ...view middle of the document...

Participants of three focus groups were between 18 and 24, the other three were from 25 to 35. Six focus groups conducted in different places, such as restaurants, university library. There were similarities and differences of opinions towards fashion brands between 18-24 female consumers and 25-35 female consumers in Shanghai. Similarities could be summarized into five categories, a) fashion brands should follow new fashion trend and develop various promotion activities, b) internet was the most popular way for female consumers to collect fashion news in Shanghai, c) shopping fashion brands online was reliable, d) brand was the most important factor for purchasing, e) intensive competition and market saturation were two key challenges for building fashion brands in Shanghai. The differences were showed in main aspects: 1) 18-24 consumers focused on price of fashion brands, when 25-35 consumers paid more attention to customer service, 2) 18-24 female consumers thought magazine advertising of fashion brands were more effective than that of TV advertising in Shanghai whereas older female consumers still believed TV advertising was attractive, 3) from the views of 18-24 consumers, powerful brands should be in the leading position and at affordable price in Shanghai, however, 25-35 age group agreed that powerful brand should be special and stand for social status, 4) although shopping online was unreliable it was convenient, and thus, which was accepted by most of Shanghai 25-35 people, but young consumers would not like to undertake risks, 5) female consumers who were from 18 to 24 explained brand warranted style, while those aged between 25 and 35 stated brand warranted quality, 6) discount was popular with 25-35 female consumers in Shanghai, it was opposite to 18-24 female consumers.

Therefore, combined the results of quantitative research and qualitative research, there were several challenges of building fashion brands in Shanghai. First, how to keep the unique and positive brand image is a challenge, since there was a large amount of fashion brands existed in Shanghai, it means that customers in Shanghai have already know about fashion and have the fashion taste. Second, how to use marketing strategies efficiently and correctly is a challenge for building fashion brand in Shanghai, such as pricing, buzz marketing, e-commerce. Third, selecting an appropriate media to communicate with customers is a challenge of building fashion brands in Shanghai. For example, TV advertising is a wide coverage media, but from the research, most 18-24 female consumers preferred reading magazines rather than TV. The final challenge of building fashion brands in Shanghai is choosing a right form of promotion. Discount is welcoming way in Shanghai. Conversely, some participants explored that frequent discount would decrease their confidence and loyalty of the fashion brand.

Recommendations

According to the results of the research, in order to...

Other Essays Like Building Fashion Brands In Shanghai

Nestlé's Strategy in the Chinese Ice Cream Market

1947 words - 8 pages innovation process from research to product conception, development and launch, and through permanent tests to ensure its products meet customers' needs. In China, Nestlé creates shared value at each stage of the value with such activities as : expertise and support for farmers, providing Research & Development and expertise for suppliers, investing in local manufacturing plants, building brands through responsible marketing and increasing value

Samsung Case - Innovation Essay

666 words - 3 pages ; Product (feature and style) endorsement from 6 design centers: London, Tokyo, Shanghai, and San Francisco… ► What were the main benefits to the clients? Functionality + cool image ► What is the impact of this new strategy on the production cost? They already have a good enough technology to manufacture for competing brands, regarding flat-screens; They did not need much readjustment. ► Who did they decide to sell to? to appeal to younger

Effect of Globalization of Japanese Fashion

1544 words - 7 pages newly developed ethically minded consumer . Much of the commercial fashion of today ignore these issues caused by globalization, although in recent times high end fashion brands have pledged to only use ethical methods of production, and have since marketed there brands in this way. For Example the ethical policy of the high-street chain store Marks and Spencer. However moving away from the study of globalization in the manufacturing and

Lv in Japan - Summary + Swot + Questions

3167 words - 13 pages : Audrey Hepburn wears a LV-bag in her film - 1970’s: LV became the world’s biggest luxury brand (terms of market share) >> focused mainly on building a Japanese clientele 1977: two Japanese stores with an annual profit of 10 million USD - 1987: creation of Louis Vuitton Moet-Hennessey - 1989: entered 130 countries - 1990: carried on with a new expansion strategy The Louis Vuitton in the 21st century: - 1998: Marc Jacobs became

Shanghai Tang

1993 words - 8 pages Course title: Creativity and Business Innovation Instructor: Professor Ali Farhoomand Assignment 1 Case study: Managing Creativity at Shanghai Tang Student Name: Tse Ka Cheuk Derek University ID: 3035066338 Submission date: 16th September, 2013 Executive summary Founded in Hong Kong, named as one of a very famous TV Drama, Shanghai Tang is a Chinese brand who takes the lead to sell luxury apparels and accessories, targeting the middle

The Influence of Northern European Bloggers

4109 words - 17 pages shapes, sizes, ages and races. Fashion bloggers influence their followers and readers thanks to their outfits in which they mix easily fast fashion clothes (such as H&M, Zara, Topshop and etc.) with high fashion brands or vintage accessories. Fashion bloggers have the ability to build their own personalized brand and attract an audience that relates to the online journalists personal style and the voice in which they write. Their

Impact of Japanese Fashion

1378 words - 6 pages Discuss the influence of Japanese fashion design on young people in Thailand. What implications does this influence have for the Thai fashion industry? In the past few years, Japanese fashion has grown very popular among Thai teenagers. Siam Square is a local urban area located in the centre of Bangkok, where one can see many groups of people with different international style trends, such as Japan fashion. Currently Thai teenagers dress in

Bringing a Brazilian Cosmetics Brand to China

3488 words - 14 pages the essence of the Chinese culture of “harmony is beauty” and the experience of happiness brought by the balance between mind and body. These firms’ market share, although growing (e.g., Shanghai Jahwa's new Herborist range of TCM-based skin care products saw 67% growth in 2008), is still tiny due to the lack of experience in branding and consumers’ perception that foreign brands are usually superior. The current market situation has created a

Zara Swot

1505 words - 7 pages * Imitations of goods * Dilution of brand equity | New Delhi/Mumbai: International fast fashion brands such as Zara of Spain and Hennes and Mauritz AB (H&M) of Sweden are expanding in India and some are venturing into the interiors to tap young consumers, who are voting with their wallets to make them the fastest growing segment of the apparel market. Fast fashion, a phrase used for designs that move quickly from the catwalk to showrooms to

Sweden Iron Beneficiation Machinery for Sale

635 words - 3 pages Contact Shanghai XSM Machinery - aggregate crushing plant Bauxite Ore Crusher. We provide to customers the most suitable Bauxite ore crusher, Bauxite ore crusher is major crushing equipment in a bauxite ore beneficiation plant. aggregate crushing plant,Coarse Aggregate Mills - XSM Aggregate Crushing Plant. Hello, welcome to understand our aggregate crushing plant and related stone crusher ! Mining Plant List - ZENTIH crusher for sale used

Esquel Supply Chain Dynamic

3607 words - 15 pages consolidated Profit and Loss 4 5.0 SUPPLY CHAIN STRUCTURE: VERTICAL INTEGRATION 4 - 8 Figure 5.10: Steps in Garment Manufacturing 4 Figure 5.11: Garment Manufacturing Process 7 Figure 5.12: Garment Manufacturing Facilities worldwide 8 6.0 PYE –BRAND BUILDING 9 7.0 RESEARCH AND DEVELOPMENT ACTIVITIES 9 8.0 VALUE ADDED SERVICES TO CUSTOMERS 9 9.0 INTERNAL OPERATION MANAGEMENT 10 Figure 9.10: Bale Cotton

Related Papers

Blanc De Chine Essay

2277 words - 10 pages , society value, quality value and uniqueness value. Fashion always associates and integrates the past and the future. Blanc de Chine devoted itself into translating the past Chinese cultural value into modern fashion. Making a comparison among famous luxury brands, we can conclude that even though those companies use different adverting methods, they all try to broadcast their brand culture and concept. Their advertising objectives is in consistent

Luxury Goods In Brazil Essay

3295 words - 14 pages compelling enough for the middle-class. 26 The HEAVEN & EARTH phenomenon The lifestyle fashion brands that have managed to achieve scale in this highly competitive market have established clear positions -- either as mass brands or as premium luxury brands There appears to be little room in people’s minds for a “middle-of-the-road” position. 27 We see this dynamic clearly in the area of ACHIEVING BRAND SALIENCY… Average Spontaneous

Case Study Analysis

1086 words - 5 pages   houses   the   entire   range  of  Louis  Vuitton  collections,  from  high-­‐fashion  clothing  and  leather  goods,  to   jewelry,   watches,   cosmetics,   and   wines   and   spirits.   The   grand   opening   of   the   Shanghai  Maison  also  coincided  with  the  20th  anniversary  of  the  brand’s  presence   in

Carrefour Strategy In China Essay

864 words - 4 pages . However, along with opportunities, foreign brands come up with numerous challenges regarding customers’ tastes, which are highly specific in China. Foreign brands, which are currently leading the market, had to adopt complex marketing strategies to gain the interest of new customers when entering the market long time ago. Carrefour, when targeting Chinese market in 1995, was facing considerable challenges before it became a market leader. Our