Product Differentiation Strategy and Competitiveness - A Case Study of the Textile and Garment Industry

With the development of economy and the improvement of the standard of social living, the demand of people for textile and garment products is not only satisfied with the popular consumption which concerns singly the quantity and the quality of the products, but also increasingly presents the demand characteristics of "multilevel", "diversification" and "personalization". The connotation of textile and garment products differentiation has already transformed from the past pursuit of "do it unconventional or unorthodox" to the today's pursuit of coordinated combination among differentiations. Therefore, the differentiation strategy has already become the necessary choice for the textile and garment industry to develop and for the enterprises to survive. This paper first analyzed the source and characteristics of differentiation of textile and garment products and discussed the relationship between product differentiation and competitiveness based on Hotelling model. Then, some advices on achieving successful differentiation strategy were brought forward, which is helpful for the textile and garment industry rapid development.