Evolution Patterns of Apparel Brands in Asian Countries

Abstract

Evolution of apparel brands constitutes an important role in the process of apparel industry development in a nation. However, brand evolution patterns are not included in most existing models of industry development, and very limited information is available in the literature on brand evolution patterns. As an earliest attempt, and based on an extensive literature review, the authors analyzed the emergence timing and order of three types of apparel brands (international brand, national brand, and private brand) and the socio-economic background that is related to the emergence in Korea and India. By juxtaposing the emergence of the three types of apparel brands with the textiles and apparel industry development stages in each country, five propositions are suggested with each describing when and how each type of apparel brand emerged. Academic and practical implications are provided based on the findings.

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