Chinese Apparel Branding: A Case of Melody
Abstract
During the last decade branded consumption has impressively increased in emerging markets.That is very much characteristic of modern retail in China. While many international retailers are successfully invading Chinese consumer markets, China’s own brands are struggling to achieve local recognition and sometimes perform better oversees.This paper focuses on the challenges of the development of branded products originated from China and catered towards Chinese customers in fashion industry.
Full Text: PDF
Abstract
During the last decade branded consumption has impressively increased in emerging markets.That is very much characteristic of modern retail in China. While many international retailers are successfully invading Chinese consumer markets, China’s own brands are struggling to achieve local recognition and sometimes perform better oversees.This paper focuses on the challenges of the development of branded products originated from China and catered towards Chinese customers in fashion industry.
Full Text: PDF
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