Study On Innovate Management Of Men's Wear Brand

Being a major category, men's wear plays an important role in garment industry. In China's men's wear market, new brands are increasing rapidly. During recent years, many foreign high class men's wear brands entered China market, intensifying the competition greatly.Through innovation, brand value will be added, a dominant position will be occupied, and huge economic result will be obtained. Facing current complicated market situation, to adopt an all-round and continuous innovate strategy is a must for internal men's wear brands.Firstly, the theory and method of brand management were introduced, including how to establish a garment brand, how to mould brand connotation, how to built brand core value and the connotation of garment brand management was stated. Secondly, Garment market, garment consumer, characteristic of brand strategy in the post-industry society were mentioned. Thirdly, history of men's wear was reviewed; current men's wear market situation was studied. A research on brand feature, brand distribution, brand management skill of men's wear in China market was carried out. Today, in China's men's wear market, quantity of men's wear brand was huge, brand assimilation trend was serious, high-class level market was dominated by foreign brands. Above study provided a theoretical and realistic basis for the innovation of men's wear brands.In Chapter2, brand connotation was expounded; background and driving force to innovate was discussed, inevitable trend of innovation was mentioned.In Chapter3, case analysis was made on three famous brands: Younger, which ranked No.1 proportion of internal men's wear market, Saint Angelo, which adopted a distinctive skill and advocating national spirit during marketing management, innovate factors of these brands were evaluated and analyzed. Besides, an actual case study was made on Autason, which was the only internal high-class men's wear brand.Finally, innovation factors were summarized, analyzed and studied. The factors were production innovation, market positioning innovation, sales pattern innovation, brand communication innovation, management platform innovation, and service innovation. Benefits will be obtained only when the implementation of innovation factors been connected with new technology, people's new living pattern, and fashion trends. Consumers were investigated by the questionnaire about their needs and the innovation factors shall be used according to consumer's different needs. Also these innovation factors shall be carried out integrated in the order of importance and urgency according to brand positioning, brand style, different brand development stage and consumer's different attitude to brand, so that good results can be achieved.