Research On The Multi-brand Development Strategy For Biemlf Garment Company

The garment industry is one of the earliest industries to realize the marketization in China.By the 21 st century,the domestic clothing industry has reached the stage of integrating the industrial chain and brand management development.Brand strategy is used by a growing clothing companies,especially for high-end clothing companies,the value of brand to the company is self-evident.By implementing a brand strategy,clothing enterprises can enhance the added value of products,improve customer brand loyalty,increase brand equity,and bring more performance to the company.However,the brand development of China's garment enterprises is not long,and most of them adopt single-brand strategy.In recent years,the competition in the clothing industry has become increasingly fierce.The famous international clothing brands keep entering and occupying the domestic market;the domestic clothing industry has a complete industrial chain and many brands are rising rapidly;the personalized demand of the new generation of consumers is increasing and the consumption field is expanding;the rapid development of information technology,the new retail promotes the reform of traditional retail,and the new technology and new business form directly impacts the traditional enterprises.Under the new environment,the clothing enterprises which adopts single-brand strategy are facing increasing competition pressure.Therefore,many garment enterprises have begun to adopt multi-brand development strategy.After combing the industry data,it is found that there are not many clothing companies that successfully implement multi-brand strategy.These enterprises not only failed to achieve the expected benefits,but also brought other problems such as excessive capital investment and indigestible inventory.However,the multi-brand strategy is still a powerful weapon for clothing companies to resist the market competition,and also an effective strategy for clothing companies to transform and upgrade and take a refined development path.How to ensure the multi-brand strategy takes roots,blossoms and bear fruit in the clothing industry,this is a point that clothing business operators need to ponder.As a major high-end men's clothing company in the clothing industry,Biemlf Garment Company is facing the same challenge.Based on the theory of strategic management,multi-brand management and market segmentation,etc.,combined with the current situation of the clothing industry,this paper takes Biemlf Garment Company as the research object,through in-depth analysis of the company's problems in multi-brand management,puts forward corresponding countermeasures,suggestions and safeguard measures to ensure the success of the company's multi-brand strategy.In the stage of strategic analysis,this paper first analyzes the external macro environment,industrial environment,internal corporate resources and core competence of Biemlf Garment Company,list the key factors that affect the business and development of the company,and then establish a SWOT analysis table and strategic matrix.After analyzing the strategic combinations,it is concluded that the company's multi-brand management should adopt development strategy(SO)as a whole.In the stage of strategic objective formulation and selection,short,medium and long-term development plans are established according to the company's development needs,and the corresponding development strategic goals are put forward from the dimensions of performance,market,brand and operation.According to this goal,under the guidance of the overall development strategy and according to the brand life cycle theory,a differentiated strategy is implemented for the development of each brand.The two brands,“BIEMLF” and “VENISE”,respectively adopt stable and development strategy.In terms of competitive strategy,it is recommended to choose centralized and differentiated strategy.In terms of functional strategy,it is proposed that functional departments should strengthen cooperation and emphasize the balance of resource allocation.In the stage of strategy implementation,the specific implementation measures are put forward from five aspects: formulating overall brand strategy,building brand structure,optimizing product research and development,adjusting organizational structure,and innovating marketing mode.Finally,in order to ensure the implementation effect,suggestions are put forward from the aspects of human resources,corporate culture,information systems,risk management and control ability and so on.