2026-03-10T19:48:55Z https://ipu.repo.nii.ac.jp/oai

oai:ipu.repo.nii.ac.jp:00000552 2023-09-22T07:00:32Z 9:10:43

Retail Branding for Foreign Company Competing in the Fashion Industry ― A comparative study on house branding in Chinese market ― Retail Branding for Foreign Company Competing in the Fashion Industry ― A comparative study on house branding in Chinese market ― 苗, 苗 MIAO, Miao 330 670 international expansion retail operation fashion retail house brand Since China’s entry into WTO, more and more multinational enterprises have been entered Chinese market. Fashion industries, for instance, led by European and American apparel retailer, many Japanese companies have begun to pay attention to Chinese market. It is embodied in various formats of retailing outlets with international expansions. This research note, the first stage of research, focuses on the conceptual level which is discussing the purpose and direction of the research. The research intends to investigate an innovation of retail operations, which is called house branding, with two case studies of multinational fashion retailers in the current Shanghai apparel market. It indicates the characteristics of house branding, and the barriers of retailing in China for foreign companies. The findings clarify the developing process and innovation of house branding as a new retail outlet and an expansion strategy. departmental bulletin paper International Pacific University 環太平洋大学 2017-03-30 VoR application/pdf 環太平洋大学研究紀要 11 263 266 Bulletin of International Pacific University AA1230704X 1882-479X https://ipu.repo.nii.ac.jp/record/552/files/IPU_11_34.pdf https://doi.org/10.24767/00000546 https://ipu.repo.nii.ac.jp/records/552 eng 環太平洋大学