日本感性工学会論文誌

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1 J-STAGE Transactions of Japan Society of Kansei Engineering J-STAGE Advance Published Date: doi: /jjske.TJSKE-D Multi-store Operation for Hangzhou Women s Fashion Brands and Market Sensitivity Hypothesis on Chinese Fashion Clothing Market Hongwei LI*, **, Masayuki TAKATERA***, Hideaki MORIKAWA*** and Tsuyoshi OTANI*** * Zhejiang A&F University, 666 Wusu Street, Linan District, Hangzhou City, Zhejiang Province, ,China ** Interdisciplinaly Graduate School of Science and Technology, Shinshu University, Tokida, Ueda, Nagano , Japan *** Shinshu University, Tokida, Ueda, Nagano , Japan Abstract : Hangzhou women s fashion is a set of women s apparel manufacturing and distributors with the leading share in China. These entrepreneurs exist in Zhejiang District. This study was promoted to investigate store development in those brands in China. The top 31 companies and those 50 brands were extracted. 661 cities were classified into six grades according to population, GDP, income, artificial commercial accumulation (shopping center etc.), temperature, distance from Shanghai and others. The survey was covered the first-class city to the fourth-class city among them. 50 brands classified into 3 types by products characteristics. First, the aggregation was carried out for each city class. Then, the numbers of stores were sum up for each city, with three different brands as a unit. The number of shops in each city was classified using principal component analysis and other multivariable analysis. The proportion of shops belonging to young women s brands (their daily clothing) was higher for lower class cities than for advanced cities. The 19 first-class cities are scattered all over the country, but the number of stores was similar. The number of stores belonging to the brands of young ladies (daily clothing for young people) had a higher weight than lower class cities. In this way, multiple brands of different concepts existed uniformly throughout the country according to the city characteristics. Brand characteristics (concept) spread as a uniform layer throughout China of 9.6 million square kilometers. The number of layers is comparable to the number of brands. Consequently, each uniform layer is spreading and overlapping in China s female fashion market. Understanding of such uniformity and multi-layering is essential for the successful entry into the Chinese market. However, it is unknown whether these successes will pass in the European and US markets. Keywords : Hangzhou women s fashion, Brand concept, Urban rating, Uniformity, Multi-layering 1. Zhejiang Female Fashion H Received: / Accepted: Copyright 2019 All Rights Reserved.

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8 Styliste OEMOEM 2 2 Inditex Hennes&Mauritz AB Chanel Giorgio Armani Uniqlo Muji 3 2DZH US GAP Donald Fisher 6 select shop exclusive shops selection shop exclusive shops shop that carries a selection of products from several different brands boutique 7 prontmoda 8 1 Chain operations 9 10 Paul Morand 2007 Chanel Deauville Tour Stay j-resortclub.or.jp/?page_id= Huff-Model 12 ZhongyanPuhua / shtml UA

9 14 Bai / ?fr=aladdin Baidu Ghttps:// Baidu / ?fr=aladdin com/ taobao.com 改革开放以来中国服装产业发展研究 以服装市场为核心 中国纺织出版社 ISBN: 中国服装协会 中国服装行业发展报告 中国纺织出版社 ISBN: , 中国服装协会 中国服装行业发展报告 中国纺织出版社 ISBN: , doi: /jjske.TJSKE-D

10 5 钟安华 现代服装产业导论 湖北科学技术出版社 宁波纺织服装产业发展报告 中国纺织出版社 KIM KyoungOk 13 5 pp pp

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