A Comparative Study Of Chinese And Foreign Classic Clothing’s Brand Marketing Strategy

Clothing as a particular product of a era, it’s a symbol of human civilization andprogress, has promoted the development of a nation’s culture and art. With thechanging of human historical development, the costumes of a country or ethnicembodies the people’s living conditions, and reflects the change of spiritual andaesthetic taste representational.This article is based on the policy of Chinese government which carry forwardthe local brand vigorously, the goal of comparative Chinese and foreign classicclothing brand marketing strategy is to build a domestic high-quality fashion brand inChina. This article’s marketing strategy is based on garment industry, through thetheory and research of the clothing brand marketing, rich people’s understanding ofbrand marketing and clothing marketing management.This article through to the case of China time-honored brand "Snow lotus"cashmere, luxury brands "Zegna", clothing marketing management theory and otherrelated cases or research, find the problems existing in the domestic clothing brand,and put forward the corresponding countermeasures. According to the Zegna’sdevelopment experience, any luxury brand who want to be famous in the world has toprepare decades or even hundreds of years for it. If a fashion company want to createa world famous Chinese independent brand clothing, which should establish enoughindustry influence in mainland China first.Creation is the foundation of imitation, in this article, through comparative studyof classic clothing brand at home and abroad, hoping to discover the similarities anddifferences in the process of Chinese and foreign clothing brand in the actualmarketing. Use world famous luxury brand "Zegna" typical as the reference, to explore the clothing brand marketing strategy, summed up the characteristics ofworld’s clothing brand marketing strategy; Combining Zegna and the domesticbrand leader "snow lotus" cashmere for comparison and analysis, puts forward somesuggestions to build domestic brand high-quality brand. The writer hopes this articlecould help China’s brand join the line of world famous clothing brand list.