Nowadays, fashion industry is experiencing a great change: Liz Co. and May America, Europe fashion manufacturer is entering into China –the market with most population in the world silently.
Promoted by 2005 relaxed policy and the speedy growing up of China middle class, many casual wear & middle –class manufacturers entered into China for the first time.
Hennes & Mauritz AB owning H&M fashion chain store declaims that they will open first H&M Asia retail store. Besides, Zara brand under VF Corp, Kellwood Co., Inditex SA and Spain Mango group have already opened store in China, or plan to.
This year, Jones Apparel Group Inc. wills double the amount of outlets in China—reaching about 50. It also plans to add 10-15 outlets for Nine West, Anne Klein and Jones New York etc. The CEO OF Jones Co.–Peter Boneparth show:"We are shortage of influential products in China."
The president in Asia area of Levi Strauss & Co. –John Anderson show that China has been the area where business develops most quickly. Though the sale in China is low, Anderson anticipates that the sale of China will account for about 15% of total one –$4billion.
The enterprise producing middle-grade fashion is cautious to China; the enough reason for it is that the profit of middle grade market is very low compared with luxury products due to many China competitors with low price in market.
The analysis of KSA –Atiff Gill show that "China's middle-grade fashion market is still at early stage; enterprise with advantage has not appeared". At present, the enterprises with definite scale in middle level fashion market include Esprit Holdings Ltd. Who come into the market in Hong Kong and Danish's Besteller and woman's brand Vero Moda, only under Bestseller? "However, their market share rate is still low."
