Research on the Implementation of China's High-end Women's Clothing Brand ELLASSAY International Strategy

DOI

10.2991/emle-18.2018.86How to use a DOI?

Keywords

ELLASSAY; Transnational merger and acquisition; strategy implementation

Abstract

With the increase of national per capita income and the expansion of middle income group, more and more people have a higher pursuit of clothing, which requires for not only the improvement of comfort and the delicacy of tailoring, but also the design and brand value of clothing. The market development potential of high-end women's wear brand is huge, but it has been monopolized by foreign brands for a long time. A number of high-end women's clothing brands in China have gradually emerged and started to compete with foreign high-end brands for domestic and international markets. Shenzhen Gelisi Apparel Co., Ltd. (Hereinafter referred to as "ELLASSAY") is one of the outstanding representatives, determined to become "the leading brand of Chinese high fashion", and gradually grow into "the world's influential Chinese fashion brand" in the future. By means of transnational merger and acquisition, it opens the road of internationalization and provides reference for other domestic garment enterprises who want to realize internationalization by studying the motivation of internationalization and the implementation of transnational merger and acquisition strategy.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Liu Mengyao
AU  - Shan Hongzhong
PY  - 2018/12
DA  - 2018/12
TI  - Research on the Implementation of China's High-end Women's Clothing Brand ELLASSAY International Strategy
BT  - Proceedings of the 4th International Conference on Economics, Management, Law and Education (EMLE 2018)
PB  - Atlantis Press
SP  - 466
EP  - 469
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-18.2018.86
DO  - 10.2991/emle-18.2018.86
ID  - Mengyao2018/12
ER  -