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  • Topic: Tsim Sha Tsui, MTR, Footwear
  • Pages : 24 (6324 words )
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  • Published : April 4, 2013
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FOOTWEAR MARKET IN HONG KONG
TABLE OF CONTENT 1. Outlook of footwear in Hong Kong 1.1 Introduction .. .. .. 1.2 Market segment .. .. 1.3 Market trend .. .. .. 2. Product features .. 2.1 Style trend .. 2.2 Size .. .. 2.3 Brands .. 2.4 Seasonal feature .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. PAGE 2 2 2 3 3 3 3 3 4 4 4 4 5 5 5 5 5 6 6 6 6 6 7 7 7 7 7 7 9 10 10 11 12 12 13 13 13 14 14 15 Page 1

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Market strategies .. .. .. 3.1 Price analysis .. .. 3.1.1 Premium .. .. 3.1.2 Middle-high .. .. 3.1.3 Middle-low .. .. 3.1.4 Mass .. .. 3.2 Promotion .. .. .. 3.2.1 Sales promotion .. 3.2.2 Trade promotion .. 3.2.3 Magazines & newspaper 3.3 Distribution .. .. .. 3.3.1 Agent .. .. .. 3.3.2 Concept store .. 3.3.3 Fashion boutique .. 3.3.4 International brand .. 3.3.5 Department store .. 3.3.6 Chain store .. .. Trade 4.1 4.2 4.3 .. .. .. Import .. Export .. .. Trade with Italy 4.3.1 Import 4.3.2 Export .. .. .. .. .. .. .. .. .. .. .. .. ..

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Suggestions for Italian companies 5.1 Research .. .. .. 5.2 Agent .. .. .. .. 5.3 Quick fashion .. .. 5.4 Branding .. .. .. 5.5 Product design .. .. 5.6 Communication .. .. Shopping Place .. .. ..

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1 1.1

OUTLOOK OF FOOTWEAR IN HONG KONG Introduction

Hong Kong people perceive shoes as one of the most important accessories to go with fashion rather than just for practical purpose. Hong Kong, being a dynamic fashion city in the world, has many international footwear brands that already established their shops in this region. Since consumers are more demanding in style, it makes buyers more eager to source good taste and fashionable shoes from overseas in order to serve the market. Besides, Hong Kong’s geographical and cultural proximity to China strengthens its intermediate role to assist foreign companies to enter the China market by various kinds of channels. The economic and business environment of Hong Kong recovered in these two years as there has been a strong growth of tourists from China and the unemployment rate has been decreasing. Such situations positively affect the imports, consumer spending and retail sales of clothing especially for high-end fashion items. This research targets to assist foreign companies which want to do business in Hong Kong since it is important for these companies to understand the real situation and analyse their own competitive advantages in order to create opportunity in the Hong Kong footwear market. 1.2 Market segment

Shoes market in Hong Kong is diversified. Generally speaking, it could be divided into 2 segments. One is the upmarket / high-end / brand name shoes involved in high price bracket. These are usually high quality shoes, majority being imported from Europe, e.g. Italy. For the upmarket group, they are the trendiest shoes and the shoes are usually made of high-quality materials, with more sophisticated product design, quality workmanship and are therefore more durable. Brand names influence Hong Kong consumers from all walks of life. They are fascinated by brands, and many of them are even spending majority of their earnings on high-priced designer labels. Another segment is the local products. They are usually lower priced, trendy but with styles “copying” those from Europe. They are mainly products imported from China or other Asian countries like Taiwan or Indonesia. For this group of customers, shoes need to be able to withstand constant wear and tear, value for money, be functional and good for mix and match. These consumers choose the most price...
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