Topshop Challenges of Entry into Chinese Diverse Market - Research Proposal Example

The paper “Topshop Challenges of Entry into Chinese Diverse Market ” is an excellent example of a business research proposal. There have been a number of brands that have embraced globalization as a strategy for maximizing profits by increasing sales. One way of increasing sales is expanding the market beyond the borders of the brand. Topshop is owned by the fast fashion British retailer Arcadia Group Limited. Aside from Topshop, the company owns brands like BHS, Topman, Dorothy Perkins, Miss Selfridge, and Wallis.

In a quest to expand its market, Topshop seeks to enter the market that is China. The reasons why China is an attractive market for entry by Topshop include but are not limited to China being a very large market, with an increasing number of young people. This group of people has in recent history embraced trends, and have shown they will subscribe to international fashion brands. Topshop seeks to take advantage of the numbers and grab its share of the large Chinese market, at the same time acquiring and maintaining a favorable position in the large Chinese fashion industry.

The main aim of this project, therefore, is to investigate how Topshop can enter the Chinese market. This project will look into the challenges of entry into this diverse market aside from the benefits of taking such a step. The project will also look into the failure of other international fashion brands that had entered the Chinese markets, and why they failed. This will form the basis upon which Topshop can work to avoid a similar fate.INTRODUCTIONThe fashion industry has grown in leaps and bounds over the last two decades.

China has risen to become the second-largest market for apparel in the globe. China has a lot of potentials and continues to offer immense opportunities for growth in sales for apparel companies and brands. While spending is expected to increase faster on discretionary goods like recreation and education, spending on semi-necessities such as clothing is expected to increase, albeit at a slower rate.More than 70 percent of Chinese consumers enjoy shopping for apparel. A further 31 percent consider apparel as their favorite item to buy whenever they go shopping.

This is 11 percent more than electronics, which is the Chinese people’s second most favorite item when shopping.