An Exploratory Study of Branding Strategies in the Chinese Casual Wear Market
Ranran Xiao, College of Textiles, North Carolina State University, Raleigh, NC, USA.
Ting Chi, Department of Apparel, Merchandising, Design, and Textiles, Washington State University, Pullman, WA, USA.
This research investigated the branding strategies of domestic companies in the Chinese casual wear market. Grounded theory method was used to structure the analysis of the responses from eight in-depth company interviews. The insights derived from this study provide primary understanding of the Chinese casual wear market and the status of brand development among domestic companies. Seven branding strategies emerged as the effective approaches to build casual wear brands, including differentiation in product design and brand image, pursuing the latest styles and trends, celebrity endorsement, public event sponsorship, public medium advertisements, very important person (VIP) membership, and prominent brand logo on products.
Branding Strategies, Exploratory Study, Casual Wear, China, Grounded Theory
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