Analysis of Western Apparel Brands Localization in China

Abstract

With China's reform and opening up, this market with huge consumer potential has attracted the attention of thousands of capital brands from other parts of the world over the past four decades, and more and more international brands are facing the same problem when entering the Chinese market - how to make their brands take root in China. This paper examines the localization of international brands in China from the perspectives of the international apparel market and the local Chinese culture. Through questionnaire analysis, this paper concludes that in the Chinese market, the more closely Chinese traditional culture is adhered to, the more it will win the favor of local consumers and so on. This study provides a reference value for the present and future survival of apparel brands in China in terms of profit growth, as well as a reference value for the future entry of international brands into other emerging markets.