Finding a Casual Fashion Model for China (C): Metersbonwe: Battling on its Home Turf

Hellmut Schütte; Wei Yang; Jocelyn Probert; Sumelika Bhattacharyya

Finding a Casual Fashion Model for China (C): Metersbonwe: Battling on its Home Turf

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

Research output: Other contribution › Case 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 language	English
Number of pages	7
Publication status	Published - 1 Jan 2012

Case number

STR-14-176

Case normative number

STR-14-176-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

OpenUrl availability

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Finding a Casual Fashion Model for China (C): Metersbonwe: Battling on its Home Turf

Abstract

Case number

Case normative number

Case type

Update date

Published by

Keywords

Case studies discipline

Case studies industry

OpenUrl availability

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