Authors : Sanya Mahawar

Volume/Issue : Volume 9 - 2024, Issue 7 - July

Google Scholar : https://tinyurl.com/3wwe739h

Scribd : https://tinyurl.com/d2dpjvua

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUL1546

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : A great way to expand business , whether in fashion or otherwise, adopting strategies like collaborating with the leading brands turns out to be fruitful for many labels across the world. The study investigates brand collaborations between India and China over the years and delves deeper into the fashion industry. The purpose is to measure the importance of these collaborations and learn as to how they can prove to be important confidence building measures for the new startups emerging in the industry .The case study centres around one such brand namely - Shein- a brand who has gained immense popularity in the Indian market. It also dives down into the performance of famous Chinese fashion labels - Bosideng and Anta in the Chinese market and what potential they can hold if they enter the Indian market.

Keywords : Fashion , Brands , Collaboration , Consumer , India , China.

References :

1. Linda Welters & Arthur C. Mead (2012) The Future of Chinese Fashion, Fashion Practice, 4:1, 13-40
2. Wadhva, C. D. (2006). Management of Rising Power by China and India in the 21st Century: Scope for Strategic Partnership. Vikalpa, 31(3), 1-12.
3. GOH, G. H. L. (2006). China and India: Towards Greater Cooperation and Exchange. China: An International Journal, 04(02), 263–284.
4. https://koreascience.kr/article/JAKO200633063796108.page
5. Alexander, Bethan and Ortega Contreras, Luis (2016) Inter-industry creative collaborations incorporating luxury fashion brands. Journal of Fashion Marketing and Management, 20 (3). pp. 254-275. ISSN 1361-2026
6. BOOK - Michel, Géraldine & Willing, Reine. (2020). The Art of Successful Brand Collaborations: Partnerships with Artists, Designers, Museums, Territories, Sports, Celebrities, Science, Good Causes … and More. 10.4324/9781351014472.
7. Eunha Chun & Linda S. Niehm (2010) Collaboration Strategies of Fashion Companies and Customer Attitudes, Journal of Global Academy of Marketing Science, 20:1, 4-14,
8. Lee, Y. K., Choi, S. A., Choi, Y., &Lee, M.(2023). The effect of brand identity extension through inter-industry collaboration: The case of a fashion brand and a long-lived domestic brand. International Journal of Costume and Fashion, 23(1), 59-77.
9. Savarese, Federica (A.A. 2022/2023) The impact of fashion collaboration break-up on customer perception of product equity and brand equity: the case of Adidas-Yeezy and Kanye West. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 89. [Master's Degree Thesis]
10. Plé, Loïc & Yacoub, Ghassan. (2022). Shein: The (not so?) shining growth of ultra- fast fashion.
11. https://fashiongear.fibre2fashion.com/brand-story/shein-shine/brand-talk-shein.pdf
12. https://www.thehindu.com/business/Industry/shein-to-re-enter-india-in-partnership-with-relianceretail/article66873029.ece
13. https://www.india-briefing.com/news/why-india-is-allowing-chinese-fast-fashion-giant-shein-to-re-enter-its-market-after-ban-28287.html/
14. https://the-captable.com/2023/07/urbanic-shein-fashion-empire-fast-fashion/
15. https://jingdaily.com/posts/urbanic-series-c-funding-shein-ecommerce
16. https://www.exchange4media.com/marketing-news/our-brand-values-are-different-from-sheins-urbanics-rahul-dayama-128967.html#:~:text=For%20the%20longest%20time%2C%20Urbanic,market%20with%20a%20single%20winner.
17. https://www.bosidengfashion.com/pages/history
18. https://wwd.com/business-news/business-features/euromonitor-international-claims-chinese-brand-bosideng-becomes-no-1-globally-in-down-jacket-sales-1234949050/
19. Chen, Sixuan. "Chinese Traditional Clothing Brands’ Transformation in the Face of Generation Z—Taking Bosideng as an Example." 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022). Atlantis Press, 2022.
20. https://ww.fashionnetwork.com/news/Bosideng-unveils-capsule-collection-trio-with-coppens-capasa-and-tron,1029045.html#mm6-maison-margiela
21. https://epaper.chinadaily.com.cn/a/201912/18/WS5df970b1a310fb3de82eae58.html
22. https://ir.anta.com/en/about.php#:~:text=ANTA%20Sports%20is%20also%20the,Exchange%20(NYSE%3A%20A).
23. Zhu, B., & Jiang, S. (2008). A study of brand image of ANTA Company in China’s sportswear market.
24. Luomanni, Fu, Yang Liying, and Wu Lisuichao. "Challenges faced by Chinese Brands in Internationalisation–Taking ‘Anta’as an Example." (2022).
25. https://www.labbrand.com/insights/article/anta-acquires-fila-to-build-its-brand.html#:~:text=The%20Chinese%20sportswear%20company%20Anta,which%20owns%20and%20manages%20Fila.
26. Kapoor, Alish. Competition Mapping and Market Analysis for Sportswear. NIFt, 2014.
27. Deshpande, Vineet Lakra1and Abhijit. "Factors Influencing Preference toward Sportswear Brands among Consumers in India."