数字化时代下的服装品牌营销策略

Marketing Strategies for Clothing Brands in the Digital Age

基于对数字化时代下服装品牌营销策略的研究,文章通过实地调查法、访谈法以及文献法等方式,分析当前某服装品牌在营销中应用数字化技术的作用,以及数字化时代下服装品牌的营销策略。研究认为,数字化促使服装品牌实现精准化、整合性营销。在数字化的大背景下,服装品牌可通过结合新媒体进行营销、推动电商营销与打造沉浸式营销模式等方式,创新营销途径,提升服装品牌的营销效率。

Based on the research on the marketing strategy of clothing brands in the digital era,this paper analyzes the role of a clothing brand applying digital technology in marketing and the marketing strategy of clothing brands in the digital era through field investigation,interview and literature methods.According to the research,digitalization promotes clothing brands to achieve accurate and integrated marketing.Under the background of digitalization,clothing brands can combine new media marketing,promote e-commerce marketing and create immersive marketing models to innovate marketing approaches and improve the marketing efficiency of clothing brands.