Currently, the company is having approximately 23 stores in the region of the UK. The company is also having an online operational activity in three regions of the world that include British, German and Australia. The company with the provision of quality products and services has been effective in performing its operations in an effective manner (Hawes & Curtis, 2015). Presently, the company is identified to make an entry in Chinese market for expanding its business.
The actual intention of the company is to setup a business in the core market of China. In this regard, the company need to do a market research of the Chinese clothing market for understanding the actual market structure of the country. It is apparently stated that Chinese market is one of the world vast markets in terms of largest consumers. In this respect, based on the market research, it can be apparently stated that the rate of clothing consumption in the market segments of China has increased in a rapid manner. By the overall research, it is also identified that the China clothing market is one of the most prospected markets in the world (International Trade Centre, 2011).
At the initial stage, the company i.e. Hawes & Curtis has been initiated to develop its Unique Selling Proportion (USP) for attracting the target customers as well as develop a respectable position in the Chinese market. The company has an aim to focus over the young and middle aged men as well as women as its targeted customer. The USP of the company is to provide quality clothing products along within clothing accessories for both men and women. In the Chinese market, the demand for apparel has increased to a large extent over the years owing to certain factors that include increase in the Gross Domestic Product (GDP), income level, consumer behaviour, support of the government and shopping trend. In this regard, the company wanted to pay more attention towards