Research On The Strategy Of Fashion Brand Extension

China’s garment industry is stepping into a new development era, followed with the "pro-quotation" times for global textile and garment trading. The rapidly-changeable environment pushes enterprises to more rely on the advantage of brands than of prices to stand out from the fiercer competition.Faced with current challenged situation and the need for more segmented marketing, enterprises with single-business strategy encounter the decreased market shares, which accordingly limit the development potential for branding and its own. Thus, the issues are raised for such companies, no matter who is striving or pursuing to develop in competition. "How to enlarge the marketing shares via capturing the more segmented parts and holding brand-loyalty customers" should be in deep consideration.In the past twenty years, both domestic and foreign enterprises have been adopting "brand extension strategy" to promote their competitiveness. However, there still lacks a systematic study and theoretical guidance for domestic counterparts in implementing this strategy. In regarding with the marketing currency and the possible challenges for branded fashion, this thesis aims to make some reference for strategic adjustment on brand extension by making the marketing analysis and posting a feasible proposal.Firstly, it makes a comprehensive review for theories in brand extension. Secondly, from the point of the garment industry, it presents the branding forms, their advantages and disadvantages, and the practices in the domestic industry. Meanwhile, tracing the industrial features, it posts certain effectible factors and contributors to the brand extension. Additionally, comments on the judgment mode and theory for the garment’s branding are input and some advice is made for such a mode’s further setting and improving. That is the exact theory basis and frame for this thesis.In order to meet the expected requirements from JeansWest’s brand extension strategy, together with the current situation’s considered, this study is made by means of taking on-site shopping research, enterprises interviewing and consumers’ questionnaires. It analyzes the development currency and key brands’ strategic performance of the three garments industries concerned. Adopting the method of "Cluster analysis", it categories the targeted consumers and thus, posts the suggestions for the JeansWest’s Branding feasible strategies.We hope that this thesis, based on the marketing analysis and feasible study, can bring the enterprises both theoretical and practical reference for their garments’ brand extension in China.