REPORT PROPOSAL
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Introduction: H&M and Zara are the two big fashion retailers in China. Apparently Zara is the current market leader in China. This research proposal intends to focus the dynamics of Chinese apparel industry in a comparative manner. Analysis of Chinese apparel industry will be discussed with regard to H&M and Zara’s presence. In order to assess the situation an in-depth thorough analysis of Zara and H&M’s strategy is proposed. Research question: Why H&M is still behind Zara in China’s apparel industry? Research objectives:
Aim of this research is to find out the reason behind the H&M for entering into the china’s market. What are the areas of product differentiation of Zara against H&M? What are the target customers of H&M against Zara? What are the product lines that H&M offers in china as compare to Zara? What is the pricing strategy of H&M in china? What is the competitive environment of china relates to fashion? What are the different trends in the changing style of Fashion in china’s apparel industry?
Reason for choosing the research question: One of the big reasons for choosing this research question is to understand the strategies of multinational companies in a competitive environment. How the companies are differentiating and competing each other in a competitive environment? Also to understand the different trends in the life styles of china’s people with regard to fashion. Main issues to be discussed: Which factors attract H&M to launch its product in china apparel industry? Zara and H&M are the two big giants in china, but Zara is still leading in china. Is the Zara differentiating H&M by its products quality or product design or the Zara having more depth in its product line as compare to H&M? What are the different trends and behaviors of customers towards fashion in China as compare to the fashion industry of other country? Is the H&M using high pricing strategy for its product as compare to Zara or charging competitive pricing in china’s fashion industry. As compare to other countries, is China having different competitive environment for fashion industry. Research methodology: In this research report qualitative approach will be used. Secondary data will be used more as compare to primary data. For this report data will be collected from the articles, company websites and useful books. Primary data will be collected through questionnaires in the shopping malls.
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