The apparel industry in Hong Kong has been shifting towards the high-end of the market, producing value-added merchandise for increasingly discerning customers. This has resulted in a rapid development of the Hong Kong retail market proliferated with international high fashion designer brands. For value-added merchandise such as high fashion designer brands, promotion of a brand image is of critical importance in attracting customers. It is therefore essential to understand the factors constituting the brand image of a designer label and the way it is perceived by customers. Based on a study on the imported international designer brands in today's Hong Kong retail market, this paper investigates factors which constitute the consumers' awareness and perception of brand image of designer labels, and propose ways by which such image can be fostered.
|Number of pages||20|
|Journal||The 78th world conf. of the Textile Institute, Thessaloniki, Greece, May 1997, Vol 2|
|Publication status||Published - 1 Jan 1997|
ASJC Scopus subject areas
- Materials Science(all)