Research On The Development Strategy Of YG's Mid-range Casual Menswear Brand

The starting of Chinese men’s clothing market is earlier. As a lot of domestic excellent men’s clothings brands rise, more and more abroad high-grade men’s clothing brands invest to Chinest marketplace unceasingly. Therefore China’s economy has entered the era of brand competition. This article will analyze the inside and outside environment of YG with the analyzes tool such as PEST analysis, SWOT analysis and so on from the current situation of mid-range casual men brand. Faced with its current questions, it attempts to devise the enterprise development strategy of YG again. And give some proposals to YG in financial crisis time. Make sure that the implement of the strategy can adjust to the new environment.First, the article discusses the related theories just like the marketing, brand strategy, consumer economics and so on; Second, the structure distribution, the market situation, the characteristic of supply and demand, the characteristic of marketing of casual men were analyzed; Then estimate the internal and external environment, use SWOT analysis and CPM analysis to analyze the YG brand, find out YG’s Strength, Weakness, Opportunities Threaten; Then analyze the brand positioning, brand extending, brand function, brand management and brand development, put forward a reasonable proposal:a. establish a flexible brand positioning,b. make innovative brand image,c. efforts to spread of brand culture,d. establish new marketing channels,e."three turn one new " to enhance the brand.