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product range, including men's clothing, women's clothing, shoes, lower garment, upper garment, cosmetics and complements. Zara also has other brands, such as Massimo Dutti, Pull and Bear, Oysho, Uterque, Stradivarius and Bershka. It has 8 stores in China(Lana, 2004) .
H&M
H&M is a famous fashion brands from Sweden. H&M has opened 3 specialty stores in the mainland China and 4 stores in Hong Kong since 2007. The total sales revenue is 482 million SEK in 2007.
Giordano
Giordano is established in 1981. It is a famous leisure apparel retailer in the Asia Pacific region. The key products include casual apparel and accessories under Giordano, Giordano Concepts, Giordano Ladies, Giordano Junior and Bluestar Exchange brands. It has 820 outlets in the mainland China. The retailer revenue accounts for 1.3 billion HK dollars in 2007.
Les Enphant
Les Enphant is a famous baby apparel brand. Its products include baby apparel, accessories and personal care products for children and babies, sports apparel, footwear, and other athletic suppliers. It has 899 retail stores in Taiwan, the mainland China, Indonesia and Thailand(Rohwedder, 10) .
Esprit
Esprit is an international youthful lifestyle brand. Its products include women's wear, men's wear, kid's wear, shoes and accessories in over 660 directly managed retail stores.
Jeans West
Jeans west is an Australian jeans fashion brand. It targets 18-25 age group. It has 1800 stores in mainland China. The sales revenue was 2 billion RMB yuan in 2006.
Domestic Brands
Li Ning Company Limited is one of the leading sports brand enterprises in China. It is established by Li Ning -China famous gymnastic athlete. Li Ning's products include sports footwear, apparel and accessories for sport and leisure use. All products are sold under its own LI-NING brand. The Group has established an extensive distribution and retail network in China, under which distributors manage the franchised LI-NING retail outlets in congruence with the Group's marketing direction(THOMSON, 12) .
Belle
Belle is the largest ladies' footwear retailer in China. Its brands include Belle, Teenmix, Tata, Staccato, FATO, Senda, Basto, Haorenyuan, Millie's, Jipi Japa, and Joy & Peace. Belle also distributes international famous brands in China, including Bata, ELLE, BCBG, Mephisto, Geox, Clarks, Merrel, Caterpillar, and Sebago.
Belle operates 6090 outlets in the Mainland China and 53 specialty stores in Hong Kong and Macau. The sales revenue stands at 11.6 billion RMB yuan in 2007.
Yongor
Youngor is famous Chinese man's suit brand. Man's suits and shirts are its main products. The company's 2007 revenue is RMB 7.03 billion RMB yuan.
Bosideng
Bosideng's products include down jackets, down vests, and down pants. These products are under its brands: Bosideng, Snow Flying, Kangbo, Bingjie, Shuangyu, and Shangyu brand names. Bosideng has 6,844 retail outlets, including specialty stores, and concessionary retail outlets located within department stores, supermarkets, hypermarkets, and branded down apparel sales halls.
To conclude, customer loyalty is an important marketing concept. Customer loyalty is conducive for occupying market share, reducing the promotion cost and the development of corporation. The globalisation has intensified the marketing competition. The marketing has experienced a new round of evolution(Business, 2003) . To maintain and raise the customer lo