Orientation of Chinese Fashion Designer Brands: Market vs. Design

Abstract

internationally. With frequent appearances at fashion’s world, cities’ fashion weeks, museum exhibitions and retail, Chinese designers have started to gain international recognition. Although all the fashion designers stressed that the key to their brands success in China is design and quality, there is a significant difference between the brands’ orientations: market or design, which is embodied by the brands’ positioning strategies, approach to design, retail operation and international outlook. This research on Chinese fashion designer brands would extend our current understanding of fashion branding in China. At the same time, these designer brands provide exemplary branding strategies that suit the Chinese fashion market.