Research on Clothing Brand Marketing Strategy in New Media Environment

Zhenlong Hu ； Sijin Wang

《World Scientific Research Journal》 6卷9期 (2020/09) Pp. 206-209

https://doi.org/10.6911/WSRJ.202009_6(9).0027

摘要

As the largest consumer category, the clothing industry, under the influence of the Internet, especially the emergence of new media, has changed the consumption concept of clothing brand from product-oriented to brand culture-oriented business philosophy. The ＂American Tide＂, ＂National Tide＂, ＂Japanese Style＂, ＂Han Feng＂ and so on. It is precisely because of the rapid spread and wide range of new media that the audience has changed from passive acceptance of clothing brands to active acceptance. The audience has changed from a consumer to a brand advocate, and at the same time, the brand's popularity and influence have gone further along with the new media. Clothing is no longer a fig leaf to resist severe cold, it is the vane of fashion and the inheritance and development of history and culture. In the future, the interactive new media form will become an important mode for the development and dissemination of clothing brands, and more emerging new media forms will also stand out in the dissemination of clothing brands.

關鍵字

New media ； Clothing brand ； Marketing

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