Study On Clothing Luxury Brand Digital Marketing Strategy Based On Big Data

Luxury brand bottlenecks in the sustained high growth for years, with theaggravation of the domestic political policies are introduced as well as the domesticand foreign luxury goods price difference, strategic step of luxury brands in China hasstarted to slow down, the number of first-tier cities entity shop shrinking market, inthis kind of big environment, has always refused to digital from thousands of milesaway luxury brands have begun to try to enter the new field--Digital marketing. Atthe same time, the development of large data rise to fame and big data technology,also be a tiger with wings added to digital marketing, the luxury goods industry todigital is represent the general trend.This paper first on large data, luxury brands and data marketing three conceptswere defined, for large data of commercial value, the luxury brand and mass ofdifferent brands and marketing advantages of data are discussed in detail, on the basisof this, the authority issued to collect the relevant data, the analysis of the necessity ofluxury brands to enter the digital stage, as well as international famous luxury brandin the field of current digital marketing results; secondly, select the representativeBurberry, Chanel, Louise Vuitton a few digital marketing leading luxury brandsuccess case made detailed and in-depth study, respectively from the social media,mobile terminal and the video website of three mainstream platform, the full range ofmulti angle analysis of the international line of luxury brands of digital strategy layout;finally, enlightening results by summarizing the above studies, puts forward somesuggestions on the domestic high-end clothing brand in digital marketing strategy. The purpose of this paper is to find a digital marketing strategy for domestichigh-end clothing brands from digital marketing experience in international tierluxury brand, through the promotion of digital platform helps to promote the domestichigh-end clothing brand awareness, establish a brand image, the formation of brandvalue, a force for the development of the local clothing luxury brand.