The Establishment of the Chinese “Hangzhou Women’s Garments” Business and the Possibility of its Internationalization

Abstract

After the reform and opening up, a huge fashion market was created in China. The Zhejiang area has been a silk producing area since ancient times. In the 1990’s, it changed to the production area of women’s clothing (Hangzhou Women’s Fashion) with high competitiveness in China. This study investigated the establishment process of Hangzhou Women’s Fashion and discussed its possibility of internationalization. As the results, we emphasized the following. 1) Strong structural reforms were forced before that stage. 2) With this, the former power of the textile industry, mainly state-owned enterprises, has been wiped out. 3) Modeling was acquired by OEM production in the 1980s. 4) However, the company could not learn styling. 5) As a result, counterfeit goods were mass-produced and sold at a low price. 6) Fashion School was established in Zhejiang Sci-Tech University , Formerly Silk Graduate School. 7) Successful people who were excellent in styling from graduates came out. After that, a huge market grew rapidly. Many businesses were culled. Alliances and M & A with foreign companies will not acquire styling ability. In order to sell Hangzhou Women’s Fashion in different country regions, it is necessary to enhance the function of styling.