纺织科学与工程学报2025，Vol.42Issue(1)：99-104,6.DOI:10.3969/j.issn.2096-5184.2025.01.016
新零售模式下服装品牌的营销策略
Marketing Strategies for Clothing Brands under the New Retail Model
闫平 1钟玮1
作者信息
- 1. 四川师范大学 服装与设计艺术学院,四川 成都 610101
- 折叠
摘要
Abstract
With the development of the digital economy and ongoing change of consumer demands,how to promote the upgrade of marketing strategies of clothing brands and realize the sound marketing strategies under the new retail model has become increasingly critical.This paper summarized and interpreted the current status of clothing brands marketing strategies in the context of the new retail model through methods such as literature re-view,social observation,business surveys and case comparative analysis.By conducting case studies and analy-ses on urban fashionable women's clothing brands,the brands marketing strategies under the new retail model were summarized such as brand positioning,image building,pricing strategies and marketing promotions.Fur-thermore,the paper proposed that clothing brands under the new retail model should adhere to the core principle of people-orientation and integration of new technologies for transformation and upgrading in order to implement effective marketing strategies,providing certain strategy reference and practical value for the marketing practice of clothing brands under new retail model.关键词
新零售/服装品牌/营销策略/都市潮流风格/女装品牌Key words
new retail/clothing brand/marketing strategy/urban fashionable style/women's clothing brand分类
轻工纺织引用本文复制引用
闫平,钟玮..新零售模式下服装品牌的营销策略[J].纺织科学与工程学报,2025,42(1):99-104,6.
