Chinese Privately Operated Clothing Enterprise Brand Construction Cultural Ponder

In Jan, 2005, the sorld fabrics quotas was fully cancelled Then our textile& fashion industry has entered the postquato era. However, during the firstseason after canceling the quatos the export of Chinese textile & clothing hasbeen encountering us and Euro s quantity limitation, followed by speciallimiting policy and new trade barriers such as special protection policyanti-dumping policy as a result the production and export of our clothingenterprises have been partly constricted. In orde to deal with changeable andcomplicated international economical situations Chinese fashion industry hasnow begun to make strategic adjustments.Chinese private clothing enterprises are a very important force ofgarment industry in our country with a development of more than 20 yearsthis industry has switched from processing trade pasting brand production toself-brand building anticipating a positive position in the internationalcompetition-lolloping the high-grade market step by step. This strategicswitch is related to the Chinese garment industry's sustainable developmentwe should aim at creating international brands improve managementaccelerate upgrading industry change export mode and make our own way ofself-innovation we need to learn from international brands in brand-managingour brand culture should combine Chinese civilization with modern fashionwin world-wide recognition and create enterprise's vital invisible fortune.In these two aspects The corporate culture plays a important past asinternal driving force and leads brand-building surrounding corporate's corevalue system to a healthy or benign development.Our country is the world's largest garment production and export one but we are lack of force patience and ability in self-brand-building we can almostonly realize world-class production capacity by importing production lines.And the industry is lack of core competitiveness as a result it's hard to realizethe dream of becoming powerful garment country. The most important factoris to foster corporate's core competitiveness It's what corporate culture shoulddo in this process that this thesis is focusing on I have used the basic theory ofcorporate culture combining brand theory management sociology. This text iscommencing from the brand construction of Chinese private clothingenterprises exploring the cultural causes of these problems and discussingabout methods to improve what's more this thesis has applied empiricalanalysis to unforgettable (wanbuliao) a regional fashion brand. Hope thisthesis can be helpful in exploring our private clothing brand construction.The characteristic of this thesis is that it explores how corporate cultureaffects Chinese clothing brand construction.