Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17170 |
Resumo: | Context of study: The rise of China’s labor costs, and the fact that lower-wage countries have now manufacturing capacity, has pushed domestic apparel manufacturers to emphasize on two more profitable sectors: product development, and retail. This reflects a shift from Original Equipment Manufacturer (OEM) to Original Brand Manufacturer (OBM), which brings challenges for the Chinese apparel companies, since domestic apparel manufacturers didn’t invest much in product development and design ability. Chinese fashion retailers do not play a leading role in the global industry, having only a few influential international brands. However, efforts have been made in order to innovate their merchandise distribution channels and improve promotion policies, to frame the domestic retail networks, appealing to consumers’ attention, and attain market share (Li 2002). Statement of Purpose: The aim of this paper is to firstly identify the difficulties that these private labels can face due to the typical Chinese consumer profile that is characterised by high spenders in haute couture in foreign markets rather than in the domestic market. Secondly, this phenomena might influence these private label brands to expand to international markets, which creates new difficulties due to the world’s perception of the low quality of products manufactured in China. Finally, how these Chinese private-label companies will create a brand equity, in domestic and foreign markets, in order to positioning themselves in the fashion market. Methodology: A multiple case study involving three Chinese apparel companies was employed. The information collected had as final aim, to apply each company to a Porter’s framework, and realize if they gathered the sustained competitive advantage factors necessary to succeed according to its strategy adopted. Contribution: This study has attempted to contribute to the research field of types of strategy and firm performance within an industry recent trend. Hence, the findings in this study should provide a criticism to Porter’s theory of sustained competitive advantage factors and firm’s type of strategy, in the sense that companies can perform well, even when they pursue more than one type of strategy, or when they don’t accomplish all necessary factors, stated by Porter, to achieve competitive advantage. |
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Fashion Made in China, the leverage to succeed or the doom to fail in the globalized worldApparel industryChinaFashion retailersPorter’s diamond modelDomínio/Área Científica::Ciências Sociais::Economia e GestãoContext of study: The rise of China’s labor costs, and the fact that lower-wage countries have now manufacturing capacity, has pushed domestic apparel manufacturers to emphasize on two more profitable sectors: product development, and retail. This reflects a shift from Original Equipment Manufacturer (OEM) to Original Brand Manufacturer (OBM), which brings challenges for the Chinese apparel companies, since domestic apparel manufacturers didn’t invest much in product development and design ability. Chinese fashion retailers do not play a leading role in the global industry, having only a few influential international brands. However, efforts have been made in order to innovate their merchandise distribution channels and improve promotion policies, to frame the domestic retail networks, appealing to consumers’ attention, and attain market share (Li 2002). Statement of Purpose: The aim of this paper is to firstly identify the difficulties that these private labels can face due to the typical Chinese consumer profile that is characterised by high spenders in haute couture in foreign markets rather than in the domestic market. Secondly, this phenomena might influence these private label brands to expand to international markets, which creates new difficulties due to the world’s perception of the low quality of products manufactured in China. Finally, how these Chinese private-label companies will create a brand equity, in domestic and foreign markets, in order to positioning themselves in the fashion market. Methodology: A multiple case study involving three Chinese apparel companies was employed. The information collected had as final aim, to apply each company to a Porter’s framework, and realize if they gathered the sustained competitive advantage factors necessary to succeed according to its strategy adopted. Contribution: This study has attempted to contribute to the research field of types of strategy and firm performance within an industry recent trend. Hence, the findings in this study should provide a criticism to Porter’s theory of sustained competitive advantage factors and firm’s type of strategy, in the sense that companies can perform well, even when they pursue more than one type of strategy, or when they don’t accomplish all necessary factors, stated by Porter, to achieve competitive advantage.Harrison, DebbieVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandes, Francisca Luísa Grilo2015-04-15T10:53:52Z2015-02-1020152015-02-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17170TID:201125005enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-06T01:34:37Zoai:repositorio.ucp.pt:10400.14/17170Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:24.922674Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
title |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
spellingShingle |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world Fernandes, Francisca Luísa Grilo Apparel industry China Fashion retailers Porter’s diamond model Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
title_full |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
title_fullStr |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
title_full_unstemmed |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
title_sort |
Fashion Made in China, the leverage to succeed or the doom to fail in the globalized world |
author |
Fernandes, Francisca Luísa Grilo |
author_facet |
Fernandes, Francisca Luísa Grilo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Harrison, Debbie Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Fernandes, Francisca Luísa Grilo |
dc.subject.por.fl_str_mv |
Apparel industry China Fashion retailers Porter’s diamond model Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Apparel industry China Fashion retailers Porter’s diamond model Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Context of study: The rise of China’s labor costs, and the fact that lower-wage countries have now manufacturing capacity, has pushed domestic apparel manufacturers to emphasize on two more profitable sectors: product development, and retail. This reflects a shift from Original Equipment Manufacturer (OEM) to Original Brand Manufacturer (OBM), which brings challenges for the Chinese apparel companies, since domestic apparel manufacturers didn’t invest much in product development and design ability. Chinese fashion retailers do not play a leading role in the global industry, having only a few influential international brands. However, efforts have been made in order to innovate their merchandise distribution channels and improve promotion policies, to frame the domestic retail networks, appealing to consumers’ attention, and attain market share (Li 2002). Statement of Purpose: The aim of this paper is to firstly identify the difficulties that these private labels can face due to the typical Chinese consumer profile that is characterised by high spenders in haute couture in foreign markets rather than in the domestic market. Secondly, this phenomena might influence these private label brands to expand to international markets, which creates new difficulties due to the world’s perception of the low quality of products manufactured in China. Finally, how these Chinese private-label companies will create a brand equity, in domestic and foreign markets, in order to positioning themselves in the fashion market. Methodology: A multiple case study involving three Chinese apparel companies was employed. The information collected had as final aim, to apply each company to a Porter’s framework, and realize if they gathered the sustained competitive advantage factors necessary to succeed according to its strategy adopted. Contribution: This study has attempted to contribute to the research field of types of strategy and firm performance within an industry recent trend. Hence, the findings in this study should provide a criticism to Porter’s theory of sustained competitive advantage factors and firm’s type of strategy, in the sense that companies can perform well, even when they pursue more than one type of strategy, or when they don’t accomplish all necessary factors, stated by Porter, to achieve competitive advantage. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-04-15T10:53:52Z 2015-02-10 2015 2015-02-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17170 TID:201125005 |
url |
http://hdl.handle.net/10400.14/17170 |
identifier_str_mv |
TID:201125005 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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