Finding a Casual Fashion Model for China (E)—Uniqlo: Global Competition In China

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

Research output: Other contributionCase Studies


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 pages11
Publication statusPublished - 1 Jan 2012

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Published by

China Europe International Business School


  • 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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