A Study Of Shaoyang Small-medium Sized Clothing Enterprise To Brand

Shaoyang garment enterprises emerged in the ninety’s, prosperous once, while weakened in the coastal areas of reform and opening up. Today, the clothing industry development are transferring gradiently from the coast to the mainland. Shaoyang as a three line cities in central China, carrying his unique advantages during the apparel industry transferring: abundant labor, technical resources, convenient traffic, the government’s policy support, etc. Apparel industry transfer also speeded up the fabric, accessories, equipment and other related markets shifting to the mainland, thus improving the scattered, small and single present situation of Shaoyang, that makes it possible for Shaoyang small and medium-sized clothing enterprise branding. Clothing brand research in China is not a long time, but also emerged many scholars from the perspective of theory and business practice, the origin of these theories or case from coastal cities. But as the central and western regions, Shaoyang clothing has met unprecedented opportunities in the clothing industry inland transfer. It’s extremely urgent for clothing enterprises to construct clothing brand, breaking through its own development and rising from low-end market share to high-end clothing. How to combine their own advantages, and constantly improve their own weaknesses, reshape the former prosperity of the apparel industry and realize the Shaoyang clothing brand development is the problem of regional economic development we must think, it also the strategy of continuously exploring, knowledge, summarizing experience and lessons, to seek the Midwest clothing brand development.This paper comprehensive combed the Shaoyang clothing enterprises industry environment, development advantages, the area development disadvantages from the perspective of economic development of the central and western regions, with small and medium-sized garment processing enterprises to the brand development as the core. After we analyzed current situation investigation of Shaoyang clothing enterprise, summarized wenzhou clothing enterprise brand construction experiences, and studied the brand construction experience of zhuzhou panty, we got that the core of Shaoyang clothing enterprise brand construction is the cultivation of the people, the quality of the clothing brand and marketing. In the process of specific discussion, we think that the development of brand clothing enterprises need to increase its competitive advantage in the following items:brand culture, brand, quality, marketing, government support, talent introduction, etc.