Research On The Brand Communication Strategy Of Mid-to-high-end Men's Casual Wear Brand Under The Background Of Consumption Upgrade

With the steady improvement of China's national income,the consumption structure of Chinese residents is undergoing a comprehensive upgrading,including the rapid growth and the structural change of consumption demand,and the upgrading of consumer goods.People's demand for clothing is getting higher and higher.A large part of clothing has evolved to meet consumers' brand demand instead of the functional demand,and the upgrading of domestic market consumption has promoted the upgrading of clothing brands againIn recent years,China's mid-to-high-end men's casual wear has become one of the fastest growing sub-sectors in the menswear industry.However,it's facing high homogeneity of all major brands and similar product competitions for the common market internally,and also facing the impact of the international high-end brands and international fast fashion brand externally.Besides,most of the brands are still in the initial stage of brand building,so there is no real leading brand at present.Therefore,in the complex consumption environment,how to correctly use brand communication strategies,strengthen brand marketing and achieve brand value upgrades has become a major problem for today's mid-to-high-end men's casual wear companies to consider and solve.This article mainly adopts the case analysis method in the writing process.After reading a lot of literature,studying the practice of many middle-to-high-end men's casual wear brands and conducting field research and interviews on the cases,the author finds that the lack of their brand communication strategy,and puts forward suggestions for improvement.This article first analyzes the development of middle-to-high-end men's casual wear and the current status of its brand communication,and studies the impact of consumption upgrade environment on it.On this basis,this article summarizes the problems emerged in the process of the promotion of middle-to-high-end men's casual wear brands under the background of consumption upgrading,and studies the case of the BIEM.L.FDLKK brand,so as to provide inspirations in relevant brand communication for other middle-to-high-end men's casual wear companies.In short,by analyzing the impact of consumption upgrading on the spread of middle-to-high-end men's casual wear brands and studying the case of the BIEM.L.FDLKK brand,we can provide theoretical support and methodological support for China's middle-to-high-end men's casual wear brand communication from the three aspects: the differentiation strategy of brand positioning,the individualization strategy of dissemination content and the integration strategy of dissemination strategy.This can help companies makeinnovations in communication strategies,achieve brand value upgrades,and form a differentiated market competition.