Abstract
In March 2013, the Chinese first lady, Mrs Peng Liyuan accompanied the new president of China's central government for his first overseas visit in some countries. Her elegant dressing caught the attention of public media. Later on, a Chinese company officially announced that Peng's clothes wearing during the visit were designed by the teams of two Chinese designer brands, EXCEPTION and WUYONG. The news led people to ponder over the development situation of the fashion industry in China. China had been the biggest exporter of garments for many years, but the profit margin for this industry in China was quite low. With the influx of multinational companies and the growth of the OEM business, the fashion market in China was full of western labels. However, few Chinese brands can be called out by consumers. As the overseas demand declined, more and more Chinese OEM manufacturers are seeking to create their own brands to improve the profit margin. What is the current fashion market situation in China? Is it a good time to establish a local fashion brand, and how? Are there any successful Chinese fashion brands? Could their development path be followed? How to enhance the competitiveness of a start-up local brand? This case reviews one business platform and seven typical Chinese fashion brands, and leads to the analysis of the advantages and disadvantages of their business model and branding strategies.