Building a Global Asian Fashion Brand

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Abstract:
Many studies have been carried out on why there has been a lack of successful Asian global brands and the key issues companies need to focus on in order to improve. However, few have concentrated on the unique requirements for fashion brands. In addition, while research on Asian garment industries have emphasized the need to shift from original equipment manufacturing to original brand manufacturing, few have elaborated further on how countries can improve their abilities to produce global fashion brands. By exploring the reasons for the lack of global Asian fashion brands, analyzing current influences on the fashion industry and examining present Asian fashion brands, this paper will attempt to distill the key factors necessary for the development of global Asian fashion brands from a company and country standpoint. We posit that the success of a country’s fashion industry is dependent not only on company factors, but also country factors and outline ways in which this synergy could be achieved.

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TABLE OF CONTENTS

Introduction ................................................................................................................................... 3 I. Reasons for the lack of global Asian fashion brands ............................................................. 4 (a) Over-reliance ......................................................................................................................... 5 (b) Lack of support...................................................................................................................... 6 II. Changing circumstances and new opportunities .................................................................. 8 The Evolution of World Fashion ................................................................................................ 9 (a) Changing consumer behavior and tastes ............................................................................. 10 (b) Proliferation of the Internet ................................................................................................. 11 (c) Development of global sourcing ......................................................................................... 12 (d) Climate changes .................................................................................................................. 14 III. Current position of Asian fashion designers and brands ................................................. 15 Luxury fashion design............................................................................................................... 15 Industrial fashion design ........................................................................................................... 16 Street Styles .............................................................................................................................. 16 IV. Analysis of challenges ........................................................................................................... 17 Company challenges ................................................................................................................. 18 Country challenges.................................................................................................................... 19 V. Competitive strategies for Asian apparel industries........................................................... 23 Company factors ....................................................................................................................... 23 Country factors.......................................................................................................................... 25 The importance of Country-Company branding ....................................................................... 27 VI. Conclusions and Implications.............................................................................................. 32...
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