Marketing Strategy For Youngor To Launch On U.S. Retail Market

Along with the labor force cost's rise, the textile & apparel industry, which has made the outstanding contributions for the Chinese economic development, has being started the progress of industrial shift and upgrading. More and more Chinese apparel companies have realized the importance of brand added value, so they are planning to go onto the internationalization road after they've gotten some domestic market share. But because of the stereotyped image of the cheapness and poor quality of the Chinese product, our country outstanding apparel brand is hard to launch on the high-end foreign market. This article take the China No.1 apparel enterprise--Youngor as an example, focus the research on the marketing strategy for Youngor to launch on U.S. retail market.This article analyzes the status of the China apparel market, describes the situation of the U.S. men's wear retail market and the trends of its consumer market. By the use of SWOT and Porter's five forces model, this article is trying to find out the brand competitiveness of Youngor to launch on the U.S. retail market. Based on the research and the introduction of apparel's mass customization (MC), the author use STP method to point out the positioning of Youngor and make a plan of differentiation & marketing mix strategy, includes the popular buzz, virus and SNS marketing.By this article's research, the author hopes to find out the effective method for China apparel companies to go onto the high-end international market.