Study Of The Internationalization Of Chinese Clothing Brand

China is large in costume production quantity, but with no internationally outstanding brand. In view of this situation, this paper delivers an analysis on how to solve this problem and how to position in the world apparel market. The paper consists of 3 parts, in which chapter 1 as part one, chapter 2 to 6 as part two, chapter 7 as part three.The first part resolves the definition of internationalization of brand down to time, space, dynamic sales and brand output; and discovered, through evaluate the standard of brand internalization quantitatively and qualitatively, the essence of brand internationalization is the wide range of recognition and acceptance of the brand by the international market.The second part points out the importance of internationalization of Chinese costume brands and costume enterprises by analyzing present situation of Chinese costume industry in the background of the challenge of world famous brand invasion through economic globalization. China is large in costume production quantity, but with no internationally outstanding brand, caused by chaotic brand plan process, shortage of management, wrong positioning and lack of culture. The internationalization is an inevitable trend, also it is historically important on the level of national culture. As a huge production country of costume, it is necessary to have several world famous brand and end the situation where Europe and American brands rules the market. China is with difficulty and hope in this area. The above situation requires immediate efforts, but the room for development is also an advantage. The relatively low labor cost although there is competition from Vietnam and India, rich natural resources and deep ground of history, culture and art are all going to help China. Of course, in the process of internalization, Chinese enterprises will face obstacles from target country in area of economics, management, social system and culture. The article points out the key roll of brand strategy in the process of internalization, providing an effective way for Chinese brands. In this strategy, the core is brand localization. Through the co-effort of fast reaction and development of culture ingredient, the difficulty on the way to internationalization can be minimized.Last but not least, the third part proved the effectiveness of Chinese costume brand internationalization strategy through comparing and analysis of the way China and foreign brands went through, e. g. GUCCI of Italy, ZARA of Spain, C&A of Germany, Lining and Qipai of China. The conclusion is the three aspects needs more attention during building world class brand: brand localization, fast reaction ability and setting the brand deep into culture.