Preliminary Study on Brand Internationalization Strategy of TANGY collection

摘要

In 1994, China's export amount of textiles and garments reached 35.55 billion US dollars, which turned China to be world's largest export country of textiles and garments. After being 'World No. 1' for more than ten years, Chinese fashion companies shouldn't still restrict to OEM model. With the development of global economic integration, more and more international fashion brands are pouring into China to take hold of Chinese market. For international market, most Chinese fashion companies appear to be nervous. However, some Chinese fashion companies have implemented internationalization strategy and reached first base. Combining fashion brand-TANGY collection, which is under Shenzhen Liangzi Fashion Industrial Co., Ltd, this paper mainly discusses the implementation of its internationalization strategy.