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영어

After 2004, men's fashion brands were greatly animated in a domestic fashion market and sale volume of men's fashion became an improvement in various men's casual brands. Therefore, new brand launching of a men's wear market is performed actively. AllenTake, Which is a new brand launched by Trybrands, is a brand to pursue a sensitivity value and a reasonable price at the same time. This brand is pursuing total coordination brand image reflecting lifestyle of men and value consumers. The propensity to consume of men is changing to reasonable and trading-up consumption pattern these days. The new consumers pursue trendy fashion style and total coordination. According to this reason, a new luxury-oriented brand is increased too. AlenTake reflects not only a new product and marketing and promotion strategy in men's fashion market but the taste and lifestyle of consumers and brand image. It introduces a case study of new brand launching and progress method.