互联网服装品牌韩都衣舍与茵曼的品牌战略比较研究

A Strategy Contrastive Study of Internet Fashion Brands HSTYLE and INMAN

原有的实体零售服装品牌进入电商平台后,互联网品牌的发展势头逐渐衰退。然而在此激烈竞争的背景下,一些服装品牌不退反进。基于4P理论从产品、价格、渠道和推广4个方面,对互联网品牌韩都衣舍和茵曼进行分析,借助SWOT模型对比2个品牌的优势、劣势、机遇和挑战,得出在发展瓶颈期的互联网品牌应该走多元化、个性化发展道路,努力迎合消费者的需求。

Since the original retail clothing brands entered the e-business platform, the development of the in-ternet brand has gradually declined. However, in the background of fierce competition, some clothing brands go forward without retreating. Based on 4P theory, this paper analyzes the internet brands HSTYLE and INMAN from product, price, channel and promotion, compares the advantages, weakness, opportunities and challenges with the SWOT model, and concludes that the internet brands in the development bottleneck should take a diversified and personalized development path and try to meet the consumers^ demands.