Abstract: School uniform have become a unique symbol representing school culture and students’ spiritual features. Various factors including lifestyle, fashion elements, regional characteristics and brands have been introduced to the process of developing school uniform, while market-oriented and branding become new pursuits. Based on related investigation, the paper analyzes the current situation and existing problems of China’s school uniform industry and gives some suggestions on the development of school uniform enterprises, for example, setting up R&D center, innovating style design, constructing body measurement database for students of different ages and implementing brand marketing strategy.

Key words: market-oriented; branding; marketing strategy; body measurement database; style innovation