How a New Fashion Brand Enter the Chinese Market for Young Person - Coursework Example

The paper "How a New Fashion Brand Enter the Chinese Market for Young Person?" is an engrossing example of coursework on marketing. The literature review considers the study of theories and concepts that have already been assessed before. This helps the researchers to comprehend and acknowledge a specific topic on which the research is being conducted. In this particular chapter, the researcher will try to evaluate the significant area of study in a more standardized manner with the help of various literature sources. Besides the significant focus on the previous studies, critical evaluation of the topic will help to observe both the pros and cons of every sub-topic. This chapter will emphasize establishing a foundation on academic knowledge in relation to the emergence and establishment of luxury and fast fashion brands in China. In order to attain successful branding, effective brand management and marketing strategies are requisite for the given topic.

The fashion market in China

 There has been tremendous change in the Chinese Fashion industry over a period of 10 years which is rising at an exponential rate. The market for both high-end and low-end clothing is increasing at a sharp rate, as a result of higher living standards and growing income level has promoted the overall trend of becoming fashionable. With 1.4 billion populations, the economic growth in China is increasing at an unprecedented rate, thereby offering the largest consumer market for the fashion industry (Chen and Chen, 2014).

According to Wealth, report statistics reveal that China is ranked to be the second-best country that has “High Net worth individuals” population growth, as a result of newly emerging economies within the country. With twenty percent growth annually, China has become the second-largest country that purchase branded luxury products thereby surpassing the United State and joining Japan. Considering the economic condition, China has shown a consistent robust economy that ensures sustainable consumption of luxury products in China.