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

摘要

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.