Internationalization of Local high-end fashion brand

 

#Christine Tsui Fashion Community Group Discussion#

Internationalization of

Local high-end fashion brand

 

Date:16/06/2018

Time: 8pm to 10pm

Host by Maggie-Manchester-student

1 Bachelor degree of Economy in China

2 Studying international fashion retailing in University of Manchester for master degree.

 

 The outline of discussion:

 

1. How many Chinese high-end fashion brands do you know?

1.1 What’s the features of them?

2. The development status and potential problems in Internationalization for Chinese high-end fashion brands?

3. Strategy

3.1 How to help local high-end fashion brand become worldwide accepted?

3.2 Are there any successful examples of Chinese high-end fashion brands?

3. Conclusion

 

 

FOREWORD

China is a large luxury products consumption country, but for the whole fashion industry, market of China is still a young market. We often focus on luxury brand from Italy, France even UK, but Chinese consumers tend to focus less on Chinese high-end fashion brand. To be honest, my dream is to help more local Chinese fashion brands become famous worldwide. So the topic appears in my mind. The topic is about internationalization of Chinese high-end fashion brand.

 

PART ONE: How many Chinese high-end fashion brands do you know?

 

discussion:

Vincent-shanghai-Incubator

uma wang.

 

Vincent-shanghai-Incubator

Jorya.

 

Heather-Wuhan-AGL

Guo pei.

 

Heather-Wuhan-AGL

rose studio.

 

Maggie-Manchester-student

huishan Zhang.

 

  • What’s the features of them?

high price, craftsmanship, good material quality, prestige.

 

Designers of some Chinese high-end brand has overseas background, they have advantage of combining west features to eastern culture.

 

Discussion:

Vincent-shanghai-Incubator

It is their prestige.

 

Vincent-shanghai-Incubator

Price is high.

 

Heather-Wuhan-AGL

high price

 

Maggie-Manchester-student

Yes, price needs to be considered in the definition.

 

Vincent-shanghai-Incubator

quality is not as good as luxury brands are so commercial now.

 

Maggie-Manchester-student

Craftsmanship.

 

Heather-Wuhan-AGL

But is it becoming less?

 

Maggie-Manchester-student

Craftsmanship is still essential and it is a representative of quality and heritage of culture.

 

Christy-Canada-marketing

Since high-end brand stresses prestige, its target consumers should be elite rather than middle class.

 

Vincent-shanghai-Incubator

aim for middle class also.

 

Christy-Canada-marketing

Hermes is a good example for delivering craftsmanship notion.

 

Maggie-Manchester-student

Elite is the target customer, but middle class has contributed a lot of consumption.

 

Maggie-Manchester-student

yes, Hermes can stand for craftsmanship with high level of price.

 

Christy-Canada-marketing

I don’t think middle class is a right group here in China. They still focus more on how trendy a brand is while ignoring the crafts behind that.

 

Heather-Wuhan-AGL

what ab the scarcity?

 

Vincent-shanghai-Incubator

material quality. Craftsmanship.

 

Vincent-shanghai-Incubator

There really no scarcity left unless Kelly bag.

 

Heather-Wuhan-AGL

I think many of the high-end brands are independent designer brands?

 

Maggie-Manchester-student

Most of them are designer brands at the beginning.

 

 

PART TWO: The development status and potential problems in Internationalization for Chinese high-end fashion brands?

 

Design and quality of products still have problems for Chinese brand.

Chinese fashion market is very young. The maturity and experience of the entire industry still have a gap when compared with overseas.

 

Discussion:

Christy-Canada-marketing

I think the issue is that how to create a Chinese brand that can be understood and accepted by western society’s.

 

Vincent-shanghai-Incubator

It is about time and product.

 

Maggie-Manchester-student

Yes, it is good point. There still exist culture differences.

 

Vincent-shanghai-Incubator

those Japanese ones started earlier than us.

 

Vincent-shanghai-Incubator

our product also especially fitting.

 

Christy-Canada-marketing

Too many counterfeits make people question the ability of creation in China.

 

Maggie-Manchester-student

Chinese fashion market is very young. The maturity and experience of the entire industry still have a gap when compared with overseas. But because it’s very young, it has a lot of possibilities.

 

Maggie-Manchester-student

Now we can ask ourselves a question, if you pay for a leather bag with a high level of price, will you choose a Chinese brand or an Italian brand?

 

Heather-Wuhan-AGL

I think it really depends on how it looks.

 

Vincent-shanghai-Incubator

our leather aint that good.

 

Heather-Wuhan-AGL

and quality.

 

Maggie-Manchester-student

I think the answer is in your mind.

 

Vincent-shanghai-Incubator

if both brands are not well known and both are made in Italy then it goes to design.

 

Maggie-Manchester-student

We usually from the perspective of retailers, but we are also consumers. I really love my country, but at that moment I hesitated to make a decision.

 

Christy-Canada-marketing

True~ we are not willing to spend time training people and use the real good stuff.

 

Maggie-Manchester-student

I recommended Chinese brands to my family and friends, but when I met the question, I will consider brand, quality even the design whether suitable for me.

 

Christy-Canada-marketing

And consistence.

 

Mel-christchurch-student

I can’t see what’s the problem…I’d say there are some good Italian stuff for sure just…this country is basically famous for luxury and of course prosciutto.

 

Christy-Canada-marketing

They got history.

 

Julie~Shanghai~High-end retail

I have visited a showroom of Chinese designers this week, what has impressed me is that for bags, even the price and design is similar, the material and craftsmanship is of lower quality compared to made in Italy brands.

 

Mel-christchurch-student

Just like when you wanna but a really good watch you’ll think Belgium firstly pretty much all the time.

 

Julie~Shanghai~High-end retail 14:05

Jewelry pass but when talking about bags… sad to say but china made is out of my choice for accessible luxury level brands.

 

Mel-christchurch-student

This question is like if you wanna eat sushi what restaurant you wanna go Chinese chef one or Japanese chef one?

 

Vincent-shanghai-Incubator

our leather here just not as good.

 

Vincent-shanghai-Incubator

good ones are from like Spain.

 

Christy-Canada-marketing

So for developing Chinese brand, we should target more on younger generation since they are more open minded, more easily to change their preference.

 

Heather-Wuhan-AGL

Maybe that’s really related to our mindset towards a certain category.

 

Maggie-Manchester-student

design and quality of products still have problems for Chinese brand.

 

Heather-Wuhan-AGL

It’s a cultural and geographical issue?

 

Julie~Shanghai~High-end retail

yeah, chat with some made in Italy foreign brands, the level is like this, Italy made is better than Spanish made for European consumers.

 

Ari-Melbourne-Master of fashion

Yeah,I think cultural is a big problem .

 

Maggie-Manchester-student

Regardless of the origin of a brand, there must be quality and design to support the brand, so that it can create a good word-of-mouth.

 

Julie~Shanghai~High-end retail

agree, quality and design are essential elements.

 

Heather-Wuhan-AGL

yeah that’s what we lack of,a typical well-known element/design.

 

PART THREE: Strategy

 

3.1How to help local high-end fashion brand become worldwide accepted?

A brand should have its own story

Commercialize your product

To be a world-class company

World-class design, sourcing and branding

Promotion strategy: celebrity endorsement, brand cooperation, hungry strategy

Gain more exposure on media

 

Discussion:

How to help local high-end fashion brand become worldwide accepted?

 

Ari~Melbourne-Master of fashion

First as a brand should has it own story.

 

Vincent-shanghai-Incubator

to be a worldclass company.

 

Vincent-shanghai-Incubator

worldclass design, sourcing and branding.

 

Heather-Wuhan-AGL

gain more exposure on media.

 

Maggie-Manchester-student

culture background supported.

 

Maggie-Manchester-student

Brand and marketing communications are quite essential.

 

Vincent-shanghai-Incubator

may not necessary has to be strong cultural supported.

 

Maggie-Manchester-student

culture will be a factor to influence a brand.

 

Maggie-Manchester-student

just like a background behind a brand.

 

Julie~Shanghai~High-end retail

I think sometimes culture could be negative for a brand to be accepted worldwide.

 

Vincent-shanghai-Incubator

the background not necessary has to have strong cultural influence.

 

Vincent-shanghai-Incubator

So meaning a luxury brand does not have to have strong national or ethnic culture.

 

Christy-Canada-marketing

But for Chinese brand to expand overseas, this is our selling point

 

Julie~Shanghai~High-end retail

not everyone like Chinese culture element. Just the brand origin is enough. Too much culture telling could be helpful or negative, could be risky.

 

Maggie-Manchester-student

We do not deny that culture is two-sided, but how can we rationally use culture for Chinese brands?

 

Julie~Shanghai~High-end retail

A successful example i can think of is La maison kitsune, French-Japanese crossed. Japanese culture story of fox helps this brand.

 

Christy-Canada-marketing

Maybe the cultural things could be a start point and then we could give more notions that are accepted worldwide

 

Julie~Shanghai~High-end retail

but yes, culture telling is not necessary.

 

Vincent-shanghai-Incubator

in order to be a global brand u actually have to commercialize your product to fit the taste of everyone.

 

Vincent-shanghai-Incubator

and that can be dangerous.

 

Vincent-shanghai-Incubator

cause u risk losing your identity.

 

Vincent-shanghai-Incubator

like michael kors is an example.

 

Hannah-Beijing-BD

coach also?

 

Vincent-shanghai-Incubator

coach is a bit different, coach is less identity. Ever since the day they start their big plans

which is when Sara lee gave up.

 

Vincent-shanghai-Incubator

michael kors commercialized rather than upgraded.

 

Maggie-Manchester-student

How to help local high-end fashion brand become worldwide accepted? what do you think of celebrity endorsement and brand cooperation?

 

Vincent-shanghai-Incubator

Well-known ones like charlize theorem.

 

Heather-Wuhan-AGL

Their promotion could be very helpful

 

Maggie-Manchester-student

what about brand cooperation, cross-border cooperation is also popular.

 

Christy-Canada-marketing

Influencer is so important now. Think about Kanye’s marketing strategy. As I know, he always invites celebrities or influencers to wear his clothes and shoes before selling them, and also he uses hunger strategy, which arouse people’s desire to get one.

 

Heather-Wuhan-AGL

Very frequent nowadays,such as recent Xuweizhou and Coach

 

 

3.2 Are there any successful examples?

A successful example is Angel Chen.

In foreign channels, brand focuses on quality and location of the stores. Angel Chen has already cooperated with channels like LuisaViaRoma in Italy, Selfridges in London.

While in China Angel Chen cooperates with Lane Crawford and IT

 

PART FOUR: Conclusion

 

Chinese high-end fashion brands with features of high price, craftsmanship, good material quality and prestige. Because fashion market of China is still a young market, there still exist potential problems in Internationalization for Chinese high-end fashion brands. For example, design and quality of products still have problems for Chinese brand. In order to help local high-end fashion brands become worldwide accepted, it is essential to build brand story, commercialize your product, to be a world-class company, to have world-class design, sourcing and branding. Also promotion strategy is needed with celebrity endorsement, brand cooperation, hungry strategy and gain more exposure on media

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