Privately operated clothing enterprise is a very important force of garment industry in Zhe Jiang province. In the course of nearly 30 years, trying to switch from processing trade, "OEM" trade to self-brand building. Change brand imitation to brand innovation，anticipating a positive position in the international competition，occupying the high-grade market step by step. This strategic switch is related to the Chinese garment industry’s sustainable development. We should aim at creating international brands by Improving management, speeding up industrial upgrading, making the way of self-innovation. The most crucial factor for the brand of Zhe Jiang private clothing enterprise switching to international brands is how to make the brand innovation that fit for its own way of brand development.
This text concerning about the common imitation of brand building of Zhe Jiang private clothing enterprises， which is from imitation to innovation. And using the basic theory of Branding and Management to reveal the commonality in brand construction of them. Summing up successful experience of the French fashion brand “Chanel” and Chinese brand “Youngor”(ya ge er). Emphasize the importance of the private garment enterprises shift from brand building imitation roads to brand building innovation roads and put forward countermeasures for its change. Hope this thesis can be helpful in exploring our private clothing enterprise’s brand construction.
KEYWORDS：Imitation；Innovation；Private；Clothing enterprises; Brand
