Research on the diversification strategy of Clothing brands in the Chinese market-basis on the proper sub-brand marketing benefits the main-brand

This paper starts with the current development of clothing industry in China and uses a research method literature analysis case comparison. The problems uneven categories, vacant style diversity, vague brand positioning Chinese market are identified. Based on study summarises three characteristics that sub-brands should have multi-category development, diversified styles, exclusive positioning. It is also concluded proper sub-brand establishment will benefit main brand.