Research Of Clothing Brand Event Marketing

Since the reform and opening-up, Chinese economy has achieved remarkable achievement,more and more enterprises arise at the historic moment. Accompanied by the great prosperityof social economic, market competition is becoming more intense. At the same time, as livingstandard rise ceaselessly, lifestyle change gradually, people’s consumptive demand begins topresent a personalized and diversified change. Faced with this situation, the traditionalmarketing mode has been unable to meet the needs of consumers, enterprises urgently need anew marketing mode to attract consumer’s attention, in order to enhance brand awareness, andformate image recognition of brand.The event marketing was introduced into China in the last century, and was successfulinterpreted by many enterprises, which cause the attention of more and more enterprises, to putit to use. The event that Zhang RuiMin smashing inferior refrigerator has showed Haier’sexcellent quality of products and the good service to the society. Wang LaoJi’s donation of amillion in wenchuan earthquake has greatly enhanced the brand value, and improvede the salesat the same time. Nongfu Spring’s “A penny” action made emotional contact with consumers,and established a good brand image. Event marketing can easily attract the attention of thepublic by news’s characteristics of the events, and form certain reputation within publicity. Atthe same time, event activities can not only give the public a more intuitive feeling, but alsohighlight the brand philosophy and enterprise culture, make the public realize the spirit andpower the brand or enterprise shaped.The starting point of this paper is to introduce event marketing to clothing enterprises,study how to enhance brand awareness and reputation through event marketing at the presentsocial and market environment, and thus offer advice to clothing enterprises. First of all,refering to the massive literature material, the paper carded the concept and the connotation ofevent marketing, and determined keywords like events, borrow situation, campaign, resourceintegration, stakeholders, attention, experience and so on, and briefly described stages eventmarketing has developed in our country and its characteristics. Secondly, after the analysis ofsuccess or failure in event marketing, especially of the clothing brand, the paper summarizesthe critical successfull factors and existing problems in event marketing. Again, event marketing was made through the overall brand marketing planning, combined with integratedmarketing theory and brand construction theory, than sums up six steps of event marketing. Thepaper made Meters/bonwe an example to introduce the successful application of "transformersⅡ". Finally constructs the effect evaluation model of event marketing, after questionnairesurvey and data analysis, evaluate the effect of Meters/bonwe event marketing fromconsumer’s Angle, further validated its success.The studies of this paper has certain practical significance whether to consumer itself orclothing enterprise, especially provide reference opinions for clothing enterprises whenplanning or implementing event marketing activities.