A Study On Children's Wear Marketing Strategies For High Level Children's Wear Brand In China

This research is made for building a Children's wear marketing strategies for High level Children's wear brand in China. For this research, theorical studying for basic concept of children's wear, Kids marketing theory and Chinese children's wear market research was based. Moreover, analyze the key success factors from 5 famous children's wear brand in Chinese children's wear market, and then figure out costumer's character and attitude, high level fashion brand factors awareness and demographics information from costumer research to build a high level Children's wear brand marketing strategy in China and find a more suitable marketing theory.The population of children under 16 in China has reached 390 million. That is one fourth of the entire population. Among them,34% are the only child in family, so they gains special care from the whole family. A large portion of income is spent on their only child. However, there is not much research and analysis has been done in relation to this particular market. Chinese local children's wear brand also recognized the opportunity of this market who strives to create their brand.Children's clothing, in the production and marketing way needs different requirements than women's or men's wear, so have to consider the protection of children's clothing, education function, children's developmental stage and other factors. Moreover, in the children's clothing market, there are two types of target consumers; children themselves, and their parents. Therefore, need to classify "target consumer" and should consider different groups of children's psychology and then have to build targeted marketing strategies.There are many children's clothing brands in Chinese children's wear market. Among them, choose 5 prominent children's clothing brands in the Chinese market, and then extract and build high-end children's clothing brand's marketing strategy information.5 children's clothing brands have inherent culture and stories, and in order to make a good brand image, they do corporation with well-known companies or famous designer.Through the Chinese children's consumer survey research with the unmarried person who was born in 1980-90, potential children's wear costumer in a very near future, collected information about consumer awareness of the high-end brand elements. According to results, when company plans to build high-end brands, they have to consider about product quality and basic design. Also, respondent'propensity affects to choose high-end brand elements, so that fact also have to be concerned.There is huge possibility in the Chinese children's wear market. In order to successfully get into Chinese children's wear market, need to research and set up marketing strategy suitable for Chinese children's wear market.