The Research Of Strategies For Chinese Brand Fashion Industry

The fashion industry develops promptly with China joining in WTO because the economical conditions have been improved much as well as people's consumption levels. Faced with challenges and opportunities in the new environments, it is important for the domestic brand garments to change the development strategy and maintain the status. The paper makes an all-round analysis for the macro-circumstances and the competition situation. It summons the opportunities and the threats and proposes some suggestions combined with the advantages and disadvantages as for the nation brands themselves.The paper bases on the comprehensive strategy management model and the collection of a lot of data and materials. The Porter competition strategy theory has been used to analyze the industrial situation. To choose the proper strategies we use the SWOT analysis. Especially the green marketing is so critical for the brand fashion industry. The discuss how to apply.The conclusion is as the following. In the new circumstances Chinese brands should apply the divergence strategy, diversification strategy and internationalization strategy so as to make more success with the their own situation and enterprises' purpose.