The rising market for Western apparel enterprises in China

Contents

1. Introduction

2. The business location China
2.1. Population and GDP growth since WTO entry
2.2. Development and distribution of income
2.3. Retail sales in China

3. Motivation for engaging in the Chinese apparel market
3.1. Magnitude of Chinese apparel retail market
3.1.1. Market Value
3.1.2. Market characteristics
3.1.2.1. Dualism in consumption patterns
3.1.2.2. Regional diversity
3.1.3. Market segmentation
3.1.3.1. Geographic segmentation
3.1.3.2. Category segmentation
3.2. Chinese consumers
3.2.1. Diversity of consumer groups
3.2.2. The age factor
3.2.3. Increasing purchasing activity of consumers in low-tier cities
3.2.4. The change of lifestyle
3.2.5. The role of emotional factors
3.3. Diversified distribution channels and retail formats for apparel
3.4. Competitive landscape

4. Success factors in the Chinese apparel retail market
4.1 Deciding International phase
4.2 Preparing International phase
4.2.1 Defining the right retail location and roll-out plan
4.2.2 The importance of a winning brand and communication strategy
4.2.3 Determining the right assortment
4.2.4 Choosing the right distribution channel to consumers
4.2.4.1. Traditional distribution channels
4.2.4.2. E-Commerce
4.2.5 Identifying suitable business presence
4.2.5.1. Own retail store
4.2.5.2. Franchising
4.3 Going International phase
4.4 Being International phase
4.4.1 Product and market related success factors
4.4.2 Human Resource management

5. Case studies: Examples of successful companies
5.1 Zara
5.2 HUGO BOSS Group

6. Conclusion

7. References