Expansion and Positioning of New Powerful Brand in the Market

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.