Finding a Casual Fashion Model for China (B): Giordano International: An Early Foreign Entrant

Hellmut Schütte (First Author), Wei Yang (Participant Author), Jocelyn Probert (Participant Author)

    Research output: Other contributionCase Studies

    Abstract

    The casualwear industry in China had experienced fast growth in the past decade. Competition was intensifying as Chinese casualwear brands matured and as established foreign retailers entered the market. Case (A), as the introduction of the case series, describes the casualwear market in China, Chinese consumer development and the competition. Cases (B), (C), (D) and (E) describe the development and corporate strategies of four brands, namely Giordano, Metersbonwe, H&M, and Uniqlo, respectively.
    Original languageEnglish
    Number of pages8
    Publication statusPublished - 1 Jan 2012

    Case number

    STR-14-175

    Case normative number

    STR-14-175-CE

    Case type

    Library

    Update date

    2016-06-18

    Published by

    China Europe International Business School

    Keywords

    • Business Model
    • Casual Wear Industry
    • Corporate Strategy
    • Foreign Brand
    • Local Brand
    • Market Competition

    Case studies discipline

    • Marketing
    • General Management
    • Strategy

    Case studies industry

    • Manufacturing
    • Retail Trade

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