Alexander Wang Case Study
Executive summary
Alexander Wang is a 10 year-old label that was launched in New York by Alexander Wang himself. Alexander Wang is a Premium brand that specializes in both men’s and women’s ready-to-wear, handbags, shoes and accessories. The brand’s turnover was estimated to be approximately $110 million in 2015. The eponymous business distributes its products in the brand’s 26 flagship stores and through over 700 luxury retailers all over the world such as luxury department stores including Barneys New York, Printemps, Harrods or even Net-à-Porter. With many opportunities, and Alexander Wang being considered as one of the most influential designers today, the brand has a lot of growth potential in the fashion industry.
1) Introduction
Nowadays, Alexander Wang is a relatively young yet already well-established brand in the fashion industry. The dynamic brand has managed to stand out thanks to its distinctive brand DNA and its strategies to portray the label’s lifestyle through marketing and communication tools, yet still faces certain challenges.
How has Alexander Wang successfully built a unique brand identity and what challenges does the brand have to face to stay up-and-coming?
2) History of the company
In 2005, Alexander Wang dropped out of Parsons School of Design to pursue the launch of his own brand, which initially started with a knitwear collection based on six unisex looks. Later on, in Fall 2007, Wang debuted a complete women’s ready-to-wear collection at
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