Research Proposal

Topics: Marketing, Fashion, Retailing Pages: 4 (1287 words) Published: February 17, 2013
The overseas development of Fast Fashion Retailing
The case study of Topshop
Research Proposal
Student No.: 8391462 Name: Zhenni Qiu

Research topic
In the final dissertation, I want to do some research in the overseas development of fast fashion retailing. As Topshop, one of the most popular fashion brands in UK, but less shops overseas, I want to analyze the environment in China and the difference between its original and emerging markets to find its best way to develop in a foreign country like China (Veronica, 2009).

For now, a lot of Fast Fashion Retailers like ZARA, GAP, HM, are not just focusing their marketing in their origins via a lot of different ways, because their cheap cost and fast design are decide them to increase volumes and the marketing overseas are much bigger. 1. The Chinese market

At the same time, China seems to be the biggest market, due to its great population and spending power. China's huge population actually is a huge bonus for apparel market. Meanwhile, the growth incomes of urban and rural dweller contribute to the Chinese apparel sales growth. After deducting the effect of price increases, the annual net income per capita of rural dweller increased 9.5% in 2007 than 2006 and the disposable income of urban dweller grew 12.2% in 2007 than 2006. The sales growth of clothing in 2007 increased 28.75% than 2006 is one of the fast growth industry in the variety of whole sales and retail industries (Market Research, 2012). Therefore, I pick the Chinese market to be my mainly research overseas object. 2. Fast fashion situation

I read some news and found that a great number of Foreign Brands had already entered the Chinese market and all succeeded more or less. From BBC News, Sweden's H&M opened 32 outlets last year and now has 78 stores in China. Zara, owned by Spain's Inditex, had 92 stores in 30 cities at the end of 2011.Gap aims to have 45 stores by the end of the year, while Japanese chain Uniqlo plans to...
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