Compare and Study on New Fashion Types of Retailer Appeared in Shanghai

Facing the development of apparel industry, to innovate type of retailer and control retail terminal has become very important. Apparel companies have to choose proper retail channels to be more competitive. Applying the methods of spot test and whole test to research apparel retail market in Shanghai, this research concluded the existing four models of apparel type of retailer, which are Super Department Store, Shopping Mall, Hypermarket and Flagship Store. At the same time, through comparing and analyzing the typical retail stores respectively, this paper summarized their marketing characteristics and put forward the strategies about competition and supplementary development among the four new retail business models.