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A Study of Fashion Clothes Brand - Essay Example

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The aim of the research is to compare the influence of peer pressures on brand choice between Chinese and UK’s young consumers. Peer pressure is described as the manipulation on a peer group that motivates others to change their value, behaviours and attitudes…
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A Study of Fashion Clothes Brand
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Download file to see previous pages The paper "A Study of Fashion Clothes Brand" analyzes the impact of peer pressures on brand choice between Chinese and UK’s young consumers. There have been instances where it has been noticed that peers influence young consumers’ behaviour. Fashion brands of clothes reflect a symbolic meaning. A young customer wearing a branded cloth is believed to belong to a rich family. They are seen as popular and are allowed to mingle with their peers. This implies that it also indirectly influences the business operations of the companies. Very few research works have been undertaken on this subject. All these constitute the rationale behind selecting this topic. China is considered as the largest consumer markets for clothing industry (Tai, 2005). However, the Chinese brands are still in its initial phase of making their fashion industry international. Men’s clothing is catching up with the international brands in the domestic market. Some famous brands are Shanshan, Bosideng, Youngor, etc. However, their capacity of revenue earning is low compared to the international brands. Earlier the Chinese fashion industry was fragmented. In recent times, the retail market of China is characterised by the existence of ZARA, GAP, Jack and Jones, etc. Most of the casual wears are locally manufactured. UK market has always been up to date when it comes to fashion. It has been a fashion hub to many renowned international fashion brands from Armani, Gucci, Tommy Hilfiger to Burberry, Tiffany & Co.. ...Download file to see next pagesRead More
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