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The Comparative Study of Competitive Advantage in the Self-Owned Clothing Brands of Beijing

Author: ChenDan
Tutor: NingJun
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: Clothing Brands Competition Advantage Evaluation System The Weighted Value
CLC: F426.86
Type: Master's thesis
Year: 2012
Downloads: 27
Quote: 0
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Abstract


As clothing brands are growing prosperously, the phenomenon of similarity in different clothing products has been becoming so serious that the competition among different brands is getting furiously. Therefore, the studies in relation to competitive advantage in clothing brands come to begin being attracted attentions widely. The models of brand completion mainly include the model of diamond, five dimension and value chain etc. Researches into the factors of what the external environment produces influence on competitive advantage in brands,while the competitive model of brand Li GuangDou is pointed out from brand point of view, the key lies in what the development of Li GuangDou brand itself produces influence on competitive advantage in clothing brands. The researches into brand assets mainly involve top-five, top-10 and BAV models. The Aaker brand assets, in which top-10 models measure brand assets from consumer’s point of view and present consumer’s cognitive process and an effect on the appreciation of brand assets. Brand images can be viewed from many perspectives, some from enterprise’s perspective, or some from consumer’s perceptive imagination view and others form the view of brand characteristics. While the model of Keller’s brand image, from the view of consumer’s impression on a brand, indicates that all customer responses to brand imagination are major factors in evaluating brand images.On a basis of theoretical studies above, the evaluation system of competitive advantage in clothing brands is formed with a combination of interviews with experts and surveys, and with Fuzzy Analytic Hierarchy Process (FAHP) estimating the weighted value of the evaluation system of competitive advantage in clothing brands.Through conducting marketing researches on typically self-owned clothing brands in Beijing, it finds out that self-owned clothing brands remain better competitive in style-designing and styles, and brand service image and store image are both totally acceptable. Meanwhile, more and more clothing enterprises have been dedicated to developing the innovation of brands, which makes the sort of self-owned clothing brands in Beijing abundant and the added value increased constantly, as well as self-owned clothing brands covered extensively. All provides the foundations for self-owned brands breaking into high-end market in future.

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