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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
3.
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 .. .. .. .. .. .. .. .. .. .. .. .. ..
4.
5.
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 .. .. ..
6.
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
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
3.
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 .. .. .. .. .. .. .. .. .. .. .. .. ..
4.
5.
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 .. .. ..
6.
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