Riassunto analitico
In 2013, exports of textile and garment in China reached 255 billion dollar. The rapid increase made China become one of the largest manufacturing countries in the world, China has won the name of « plant of world ». China is far away left behind those developed countries, despite the role of the largest apparel producer and exporter, Chinese brands are perceived only as a label without a professional recognition in the industry. However, backward to Tang dynasty, Chinese fashion had a strong impact for the international fashion, in particular in Japan; it might truly be regarded as the culmination of Chinese fashion. Moreover, lots of Chinese cultural elements have been appearing in the design of world’s major fashion brands. Today, China is still a manufacturing country with tons of emerging brands, this mainly due to the fact that products made in China are those low price and high quality.
More and more Chinese exhibitors appear in the fashion fairs all around the world; specially want to expand their business in European markets, for its prestige and renowned attribution in fashion sector. Unfortunately, most of Chinese brands are only famous locally, barely noticed globally with very few exceptions. So the question for the Chinese brands is how to stand out from many other brands, to be more specific, how to get approved in the European market.
In order to establish the brand image in European market, in addition to a good product, there are many factors need to take into consideration. The purpose of this thesis was to investigate the fashion market both in China and in Europe, to analyze how world consumer will react with the Chinese product brands, especially through three cases that I had closed work experiences to obtain a possible guideline to facilitate the internationalization process.
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