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Comparative Study of Clothing Brand Strategy Based on the Core Competence

Author: XuMingLiang
Tutor: WangGeFei
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: Youngor Firs Brand Strategy Core Competence
CLC: F426.86
Type: Master's thesis
Year: 2012
Downloads: 95
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As the pioneers of the clothing industry in China, Youngor and Firs have gone through the strategic adjustment from the past manufacturing-oriented to brand and management orientation under the current circumstances. The clothing industry lays emphasis on the importance of brand, which has a strong timeliness for the constructive suggestion of development bottlenecks the Chinese clothing industry is now facing. The paper also studies the process of brand cultivated and management,the support between the brand strategy, core competence and the future development plans.On the basis of a brand strategy theory, this thesis researches the brand core value, brand recognition and position, brand communication and brand structure, and the brand extension of the two enterprises respectively. According to the enterprise investigation and expert questionnaire survey, the thesis also gives a full analysis concerning the core competence of the two enterprises, and gives further correlation studies of the matching attribute of the brand strategy and core competence. In the end, the thesis provides the analytical basis of the macro environment for the conclusions and suggestions through conducting the SWOT analysis of the both enterprises.Through the systematic and theoretical research, the main conclusions are provided as bellows:1. Youngor’s diversification strategy will restrict the development of its own in the foreseeable future and will fall into a dilemma, this enterprise will face the challenge of the critical point of decision-making concerning the transition issue;2. The thesis will give consideration to develop brand and cash flow to some extent because of the multiple brand strategy of Firs, however, this strategy could not apply to all domestic clothing enterprises especially the medium and small enterprises;3. The brand strategy and core competence of Youngor and Firs could not fully support each which largely restricts the construction of the constructive cycle between the above two issues.4. The phenomenon that the domestic clothing enterprises are now facing the gradually increased pressures from foreign brands, which will quickly increase in the next 3-5 years.

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