Z Fashion Company Brand Development Strategy Research

The pursuit of the quantity and style of clothing is increasing day by day with the improvement of people's living standard.People see the brand as the identification of style and quality,and they pay more and more attention to the choice of brand in the purchase of clothing.At the same time,various brands of domestic clothing contests and the competition among the big clothing companies is fierce.Fashion company Z is a small and medium-sized clothing company,it faces huge challenges in the future development in the ever-changing market environment and fierce competition in the garment industry.Based on the practical problems of operating condition and development of fashion company Z,this paper systematically analyzes the internal and external environment which the company faces.Combined with the strengths and weaknesses of fashion company Z,the strategy which enables the company to get rid of dilemma is analyzed and formulated.The paper includes five parts,the full text is divided into six chapters.The first chapter states the selected topic background,research significance,research status at home and abroad,and the innovation points.The second chapter expresses the related theories used in the process of brand development.The third chapter analyses the present situation and problems existing in the development of the fashion company Z.Through the PEST analysis method,the external environment such as the political environment,the economic consumption environment,the social culture and the technology is analyzed.Through five forces model,the internal environment of Z clothing company is analyzed.The fourth chapter mainly analyzes the strengths,weaknesses and external opportunities and challenges faced by the fashion company Z by SWOT method.Finally,we select the multi-brand development strategy different from other competitors.On the basis of the original brand,this paper adds the HS brand,the children's wear MZ,the young fashion brand RM according to the low-income groups and the college students.The fifth chapter mainly makes the strategies about the brand marketing,brand culture construction,improving the quality of the brand.The sixthchapter is the summary to clear the research conclusion and the insufficiency.Through the analysis of the paper,the development strategy of fashion company Z and the safeguard measures is cleared.With thisp paper,the existing problems in the development of clothing company Z is cleared,and at the same time,supply the guidance for the company in the fierce competition.