Research Of Evolution Of Development Process Of Wenzhou Fashion Brand(1979-2010)

After three decades development of reform and opening up.Wenzhou,As a the source of the modern Chinese fashion brand,formed a unique regional fashion brand momentum.Wenzhou garment industry spans three decades of development and have gained a great achievement,Although three decades of development is not long,but it seems to arrive to the stage of good research to sort out.which arrive a stage which need the implementation development.This paper,considering the late 1970s and the first decade of the 21st century economic and cultural transformation of China's social environment,use of historical research methods,strive to objectively describe Wenzhou garment industry in 1979-2010 years,the development process.This article,takes the iconic events as of garment industry in Wenzhou brand as a base and method,divide the development process of reform and opening up into four segmentations.During 1979-2010,Wenzhou garment development process can be divided into brand burgeoning awareness,create brand,brand growth and brand internationalization stages.Along this clue,through the research of the major external conditions and internal factors affecting the Wenzhou clothing brand,The article also research the Wenzhou clothing brand and the social,economic and consumer environment interaction.Base on brand positioning,brand identity and brand sales model,the author build research model,analysis,research the various stages of the main features of the sort Wenzhou clothing brand development and evolution.Meanwhile,the article questions on the variable problems on the development of Wenzhou garment industry,The author hope to bring a little inspiration for the future development of Wenzhou clothing brand.In addition,in view of the iconic brand clothing in Wenzhou events come from different periods of data collection related to media reports,and such material constitutes an important base for the judge of the problems of the development process of the garment industry in Wenzhou,In order to consider its the real effectiveness,in the course of the study,The author interviews a large number of witness of the events and parties,according to interviews from the media and the press,collect relevant information and analysis one by one,try the best to make the relevant material close to the facts historically.After the study of Wenzhou clothing development process of reform and opening up,the article reached the following conclusions:1.From 1978-2010 Wenzhou garment industry development process can be divided into four stages:during 1978-1990,Wenzhou clothing brand awareness infancy;During 1991-1995.Wenzhou clothing record for the license period;during 1996-2002,brand establish stage;during 1996-2002 brand growth stage;2003-2010 Wenzhou clothing brand for the international stage.2.The contemporary theory which affect the development of Wenzhou clothing brand goes through the production of concepts,marketing concepts,marketing concepts and integrated media brand four periods,the corresponding theoretical research across four areas:the theory of imitation and learning aspects of international brands;with conditions and clothing industry research links;clothing brand element segmentation research areas;clothing brand international operation of links.3.From 1978-2010,Wenzhou clothing brand has gone through four years of the period:Start-up;quantity competition period;quality competition and brand competition during the period,along with the constant evolution of the brand positioning and adjustment,from no difference to the difference of positioning brand positioning to market segments,positioning,brand building has matured and improved.4.The contemporary Wenzhou clothing brand development experience from no-brand to have-brand to brand-extension to the multi-brand international four stages,each stage reflects the characteristics of different products,clothing design brand develop from the external to the beginning learn from start to imitate,through focusing on a single product design,focusing on series designed to focus on innovative design fashion brand concept,in practice,the brand continued to mature.5.The operation of contemporary clothing in Wenzhou experienced five stages:including:front shop and back factory,stock cooperative system management.corporate operation,group brand management,international capital operation.The sales of clothing brand in Wenzhou region local radiated from the Yangtze River Delta,extended to national and international,continue to expand and outward expanse,The production and processing achieve a fly from low-end manufacturing to high-end custom mid-level-crossing.6 During the reform and opening up development process of Wenzhou garment industry,.the local government and chambers of commerce play an important role.Local government to give strong support.encouragement and attention to Wenzhou garment industry.,Clothing Chamber of Commerce's instruction,the guidance and organization clothing enterprises,played a decisive role for the Wenzhou clothing brand,the regional agglomeration,industry cluster and industry standards.