The Marketing Strategy Of Fashion Luxury Brand In The New Economic Era

This paper mainly discussed fashion luxury brand marketing strategy and management in all kinds of means at the new economy background within the global range. The paper in-depth researched and analysed mainly from five aspects which are time background, brand building, marketing strategy, consumer psychology and the crisis of brand.The paper through researched the fashion industry’s most advanced representative——the top international luxury brands, based on present era and economic trends background, aimed to analyzing various of their marketing strategy, summarize the successful experience of their brands, analyze the advantages and disadvantages of their business operations, and predict their future development trends, finally summed up a set of applicable method and theory on fashion luxury brand operations.The method of research mainly on collected a large number of cases and data in practical brand operations from many aspects. The article investigated and studied in-depth with objective and scientific method in fashion luxury brands, so as to make the paper comprehensiveness, accurate and practical.The final conclusion within this paper is that fashion luxury industry can not quickly formed overnight, it needs good macro economic background, years of historical accumulation and cultural infiltration, and the success of up-to-date commercial operation, these aspects are essential. Fashion luxury brands’ marketing strategy constantly evoluting with the development of time changes, so it needs to constantly adjusted to keep pace with the great times. Only in this way can a brand be perserved hundreds of years and lasts long.Hope that the conclusion of this paper can cause some resonances and communications to those colleagues whom dedicated to the study of international fashion luxury industry, as well as those people whom interested in this field.Also hope to seek out a breakthrough under the circumstances of our country’s fashion industry at present which still need to consuming lot of resources and manufacturing low value-added products. And hope provide some valuable opinions for the development of our domestic clothing brand in the future.