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Chinese apparel firms spend more on marketing & branding
Jan '13
Apparel companies in China are now spending more resources on marketing and branding of their products in order to enhance competitiveness and to win consumers, states a latest report.
According to “China’s apparel market, 2012”, a report released by Li & Fung Research Centre, event sponsorship was a popular marketing strategy adopted by apparel companies last year to get increased media coverage.
Sportswear manufacturer Anta designed the “Champion Dragon Outfit” for the Chinese Sports Delegation of the London Olympics 2012, while 361 Degrees became the sponsor for Haiyang 2012 Asian Beach Games. 
Chinese clothing firms also used micro-film marketing to promote their products last year, according to the report. For example, Semir produced a micro file “Your Moment My Moment” starring Korean Artist Li Min Ho to attract young consumers and establish its brand image. 
Participating in charitable activities to help the needy in society is another method being adopted by the Chinese garment companies to enhance their brand image. In January 2012, Aokang made a donation of 10 million yuan to Wenzhou Charity Federation to provide financial aids for impoverished students all over China. In fact, the company has been helping impoverished students in China under a program known as “Lover Relay Plan” since 2007. 
Chinese apparel enterprises are also launching flagship stores to enhance their brand image, Li & Fung report states. Hangzhou MWML Fashion opened a flagship store in Zhengzhou in January 2012 to promote its overall image and brand effect in the Henan market. Similarly, La Nouvelle Famille, a leading brand in the home wear industry, also set up its lifestyle flagship store in Hangzhou Tower Shopping City during the year.

Fibre2fashion News Desk - China

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