Question

Topic: Student Questions

Branding China: To Boosting Perception Of 'made In China' Label

Posted by Anonymous on 1/8/2005 at 11:20 AM ET 250 Points
I am doing a project about the following issue:
Currently, the 'Made in China' label in the U.K clothing market, has a very poor image, mass production, utilitarian, cheap, and of some quality. What if we could change this ? by re-branding China. Thinking of the examples of Italy and shoes, Switzerland for watches.

Working in the fashion industry I know that retailers may go to the extreme of cutting out Made in China labels, why don't they embrace it in the future ?

Therefore, the areas I would like to gain advice on would be...
Do you know of any seminars or workshops are available in the coming months relating to this topic ? Related to branding a country or consumer perceptions.

Can you offer any advice generally ?

Do you have any expert contacts who have knowledge in this area related to the fashion industry in the U.K?

Thanks for your help



To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by SRyan ;] on 1/8/2005 at 12:43 PM Member
    You don't change a company or a country's image just by "re-branding" it. The company or company has to change its practices first.

    Try rebranding WalMart into a luxury goods retailer. Or try rebranding Hawaii as a snow-skiiing destination. Maybe you could rebrand cigarettes as a health supplement.

    Good luck!
  • Posted by Peter (henna gaijin) on 1/8/2005 at 9:54 PM Member
    You may want to look at how Hyundai has done over the past years in relations to car quality. They have traditionally been known as a low price, low quality product. But over the past few years, they made the goal of matching Toyota in quality, and they have just about reached that goal. There have been a variety of articles in Business Week on them, and I assume the Economist (a more popular magazine in the UK, so perhaps one that is easier for you to get) also has covered them. Even though cars are different than clothes, the basic principals should still apply.

    Oh, one thing to consider is that China is not known (at least yet) for design of clothes, just manufacture. Italy is more known for design than manufacture.
  • Posted by bobhogg on 1/9/2005 at 8:03 AM Accepted
    Xpowderpurplex...

    Your question sparked a distant memory in my brain about a conference I'd heard about; then Peter's reference to the Economist reminded me where I'd seen it:

    https://www.economistconferences.com/roundtable/public/con_common.asp?rtID=...

    This was the programme for a conference last year on branding in China; although mainly aimed at companies wanting to brand IN China, there looks to have been some reference to the branding OF china as well. I can't see that the Economist has actually published any of the papers from that conference on line - but it might be worth getting in touch with them?

    Good luck,
    Bob
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Student Questions)