Expansion and Positioning of New Powerful Brand in the Market

Weichenyang Zhou; Yongze Yu

doi:10.54254/2754-1169/2024.26948

Advances in Economics, Management and Political SciencesOpen access

Expansion and Positioning of New Powerful Brand in the Market

Research Article

Open Access

Expansion and Positioning of New Powerful Brand in the Market

Weichenyang Zhou ^1* Yongze Yu ²

¹ New York University School of Professional Studies

² Shanghai University of International Business and Economics

^*Corresponding author: wz2650@nyu.edu

Published on 16 September 2025

AEMPS Vol.217

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-363-5

ISBN (Online): 978-1-80590-364-2

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Abstract

This article aims to understand and analyze the impact of modern market dynamics on the performance of emerging luxury brands like Alexander Wang. The study explores how these brands are transforming their business models in the Internet era, shifting from traditional offline physical store operations to online digital strategies to navigate rapid changes and fierce competition. We specifically focus on Alexander Wang and compare it with competing brands Balenciaga and Bottega Veneta to comprehensively assess its positioning and competitiveness in the luxury market. The research employs methods such as SWOT analysis, competitor analysis, questionnaires, and regression models to provide a detailed overview of Alexander Wang's market competitiveness. Using variables such as price, durability, and patent numbers, we develop relevant hypotheses to understand how these factors influence consumer purchase decisions. The pricing strategy starts by referencing the price of ready-to-wear products on the brand's official website while also considering consumers' expectations for product durability and the increasing number of brand patents to explore Alexander Wang's core competitiveness.

Keywords:

Consumer psychology analysis, Market segmentation and positioning, Competitor analysis, Data analysis and forecasting, Regression equation

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References

[1]. “Alexander Wang (Designer).” Wikipedia, Wikimedia Foundation, 24 Sept. 2024, en.wikipedia.org/wiki/Alexander_Wang_(designer).

[2]. “Alexanderwang: #RequestCountryCode# Official Site: Designer Clothes & Accessories by Alexander Wang.” Alexander Wang Collection 1 Official Online Store: Designer Clothes & Accessories, www.alexanderwang.com/us-en/?utm_source=google&utm_medium=cpc&utm_campaign=US+-+Brand+-+Core&utm_term=newarrivalslp&utm_content=Brand+-+Core+-+Store&tp=97228&gad_source=1&pcrid=692371798241&pkw=alexander%2Bwang%2Bstore&mkwid=s_dc&pmt=b. Accessed 13 Oct. 2024.

[3]. “Alexander Wang: The Young Talent Who Found New Ways of Doing Fashion.” World Fashion Channel, wfc.tv/en/articles/brand-history/history-of-alexander-wang/. Accessed 14 Oct. 2024.

[4]. Varley, Rosemary, and Giulia Buchi. “A social-media-fueled brand crisis: The case of Alexander Wang.” Bloomsbury Fashion Business Cases, 2021, https: //doi.org/10.5040/9781350928503.009.

[5]. Stephan. “Stephan.” CM Models, Stephan /wp-content/uploads/2023/01/cm-models-logo-web-agency-modelagentur-influencer-management.svg, 19 Apr. 2022, cmmodels.com/alexander-wang-brand-luxury-fashion-designer-bags/.

[6]. “Balenciaga.” Wikipedia, Wikimedia Foundation, 3 Oct. 2024, en.wikipedia.org/wiki/Balenciaga.

[7]. “Everything You Need to Know about Balenciaga.” Highsnobiety, www.highsnobiety.com/tag/balenciaga/. Accessed 14 Oct. 2024.

[8]. Skacenko, Margarita. “The History and Evolution of Bottega Veneta.” GLAM OBSERVER, 25 May 2023, glamobserver.com/the-history-and-evolution-of-bottega-veneta/.

[9]. Varley, Rosemary, and Fanjun Wen. “Bottega Veneta.” Bloomsbury Fashion Business Cases, 2023, https: //doi.org/10.5040/9781350893085.004.

[10]. TBH, Team. “Marketing Strategies and Marketing Mix of Alexander Wang.” The Brand Hopper, 2 Jan. 2024, thebrandhopper.com/2024/01/02/marketing-strategies-and-marketing-mix-of-alexander-wang/.

References

[1]. “Alexander Wang (Designer).” Wikipedia, Wikimedia Foundation, 24 Sept. 2024, en.wikipedia.org/wiki/Alexander_Wang_(designer).

[3]. “Alexander Wang: The Young Talent Who Found New Ways of Doing Fashion.” World Fashion Channel, wfc.tv/en/articles/brand-history/history-of-alexander-wang/. Accessed 14 Oct. 2024.

[4]. Varley, Rosemary, and Giulia Buchi. “A social-media-fueled brand crisis: The case of Alexander Wang.” Bloomsbury Fashion Business Cases, 2021, https: //doi.org/10.5040/9781350928503.009.

[6]. “Balenciaga.” Wikipedia, Wikimedia Foundation, 3 Oct. 2024, en.wikipedia.org/wiki/Balenciaga.

[7]. “Everything You Need to Know about Balenciaga.” Highsnobiety, www.highsnobiety.com/tag/balenciaga/. Accessed 14 Oct. 2024.

[8]. Skacenko, Margarita. “The History and Evolution of Bottega Veneta.” GLAM OBSERVER, 25 May 2023, glamobserver.com/the-history-and-evolution-of-bottega-veneta/.

[9]. Varley, Rosemary, and Fanjun Wen. “Bottega Veneta.” Bloomsbury Fashion Business Cases, 2023, https: //doi.org/10.5040/9781350893085.004.

Cite this article

Zhou,W.;Yu,Y. (2025). Expansion and Positioning of New Powerful Brand in the Market. Advances in Economics, Management and Political Sciences,217,92-102.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 4th International Conference on Financial Technology and Business Analysis

ISBN: 978-1-80590-363-5(Print) / 978-1-80590-364-2(Online)

Editor: Lukáš Vartiak

Conference website: https://2025.icftba.org/

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.217

ISSN: 2754-1169(Print) / 2754-1177(Online)

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