Brand Marketing Study Of Men’s Luxury Clothing Z In China

As an indispensable part in modern business society, luxury industry has witnessed along history in western society. Owing to its high development speed, China, an emergingluxury society though, has been attached importance to by many luxury brands. Theposition of Chinese luxury market has been more and more important, so many luxurybrands speed up its rhythm of entering Chinese market. Consequently, the rapid growth ofChinese luxury market has gained steam of luxury consumption recently. However, luxurybrands have to face a heavy blow due to the falling of Chinese economic growth, theanti-corruption measures taken by new Chinese administration, and the deepeningunderstanding of luxury with rational consumption from Chinese consumers. In such asituation, brands have to adjust their marketing strategies to adapt the changes.The thesis is finished in such a background, takes Italian men’s luxury clothing brandZ as the study objective, and gives some proposes to help it adjust marketing ways intransforming Chinese luxury market. Brand Z should be brand marketing oriented as so togain consumers who really understand and appreciate Brand Z and lay a stable anddeepening basis for its future development.The writer firstly studies the definition and theories of luxury brand and brandmarketing and relative literatures and references, points out the importance of brandmarketing to luxury brands. Then the writer chooses Brand Z as the study objective andstates its development history and business in China, and lists its problems and challengesin current brand marketing strategies. After this part, the writer analyses both Brand Z’sinternal and external environments, including Chinese economy, governmental policies,consumers, competitors and the brand characteristics, brand image, communicationchannels, recognition level and CRM, etc. Lastly, based on the problems and analysisabove, the writer proposes some improvement tactics. The writer insists that Brand Z canimprove itself in terms of brand culture, brand image, customer orientation, products andchannels, brand maintenance. So it can gain consumers who conform to Brand Z’s brandimage and value and help to establish good brand image for it. All these can help to pave anew way for Brand Z’s growth.The topic of how to adjust marketing modes and tactics for luxury brands in transforming Chinese luxury market is still a new one. The study of Brand Z can not onlyprovide some reference values but give some references and inspiration to other brands inluxury industry.