Research On Smith Barney 's Fast Fashion Brand Marketing

With the rapid development of economic; Chinese clothing industry has made proud achievements. But it faces a grim fact, China’s clothing industry is big but not strong. Most of the enterprises core elements are still in the smile curve the most low-end industrial chain and production technology, brand positioning, original design brand marketing, are still backward and the western developed countries. The number one obstacle is not capital shortage, technical backwardness but industrial structure defect.Meters/bonwe Group in China must face one problem:how to own the enterprise survival, development, and competition in the indefectible position in the fierce market competition under the vigorous development of the apparel market. Meters/bonwe Group has established for twenty years, There are some problems of brand in the development process:brand positioning, supply chain link with market increasingly intensifying contradictions, brand maintenance skills, just passable single brand quality problems. Meters/bonwe Group must face how to solve these serious problems. Strengthening the brand consciousness and making accord with their own company’s brand marketing strategy, can stand firmly and fight steadily in the fierce market, improve the company’s internal processes continue to adhere to and carry forward the advantages.This article uses normative analysis, case analysis and diagram method, and other research method of combining the domestic and foreign relevant information about fast fashion and brand marketing strategy, firstly expounds the brand marketing theory, and then describes the system and characteristics of brand marketing, micro analysis based on internal macro environment and industry environment analysis and Meters/bonwe Group. The paper use of SWOT matrix, analysis methods, and points out that Meters/bonwe Group brand marketing present situation and the problem which Meters/bonwe Group face up. At last, it analyzes objectively Meters/bonwe Group fast fashion brand marketing strategy’ advantage and disadvantage.In the latter part of the article, it give the solutions in the future development of brand marketing process is given in the relevant solutions. To a nutshell, some countermeasures in this article also to the development of the same type garment enterprises, I put forward some specific suggestions, so as to promote Chinese clothing retail enterprise competitiveness.