The factors affecting a successful branding in China -Case brand Mainio clothing

Abstract

This thesis explores the factors influencing the successful branding of the Finnish children's fashion brand, Mainio Clothing, in the Chinese market. As the children's wear segment in China continues to grow, driven by increased purchasing power and changing family dynamics, it presents significant opportunities for foreign brands. This research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather insights from Chinese consumers regarding their expectations, preferences, and perceptions of foreign brands. The findings reveal that while quality and design are paramount to Chinese consumers, the influence of the country of origin diminishes when a brand has established a strong reputation. Additionally, the study highlights the importance of storytelling in branding, as consumers are drawn to brands that convey inspirational narratives. Cultural differences significantly impact consumer behavior, particularly in the areas of social media engagement and purchasing decisions. This research provides practical recommendations for Mainio Clothing to effectively position itself in the Chinese market, emphasizing the need for localized marketing strategies and the importance of sustainability in appealing to environmentally conscious consumers. The outcomes of this thesis not only contribute to the understanding of branding in cross-cultural contexts but also offer valuable insights for other international brands seeking to enter the Chinese market.