Research And Practice On Integrated Marketing Strategy On Haute Couture Brands

The clothing development which is same as the development of human’s civilization,experienced an evolution from low-level to advanced level, namely from original manual made,tailor made under the social division of labor, professional custom-made, to the finally large batches of industrial production. The development is influenced by the political, economic,cultural and other aspects. As the Haute Couture development, the custom-made garment once suffered from the large impact of ready to wear. However, with the improvement of living standards and enhancement of individual consciousness, the consumer has a higher and higher personal demand for clothing, thus there is an increasing amount of consumers trying the custom-made mode, forwarding the custom-made clothing a second “booming”.With the advent of “Internet plus” ages, the market concept and its environment have profound changes. The marketing mode has changed its previous fragment information into the integrated mode, which means all the marketing means and modes are integrated together, and spread the unified brand information. This is the most effective way to build a brand into the customers mind, creating a long time of brand assets. The reason for that is the consumer is no longer a physical consumption individual; instead one has a higher psychological and spiritual need. Thus the enterprise’s marketing strategy also transformed into the integrated mode based on the customer’s lifetime value.Firstly, the paper elaborates the integrated marketing communication and Haute Couture brand using the literature research method. It especially discusses the structure and its property,and the means of integrated marketing communication, also the operating modes of Haute Couture, which provided certain theoretical reference for the research path and method.Secondly, the paper analyzes the information strategy, the communication strategy, marketing position, receiver strategy and the brand strategy, discussing the application of different IMC strategies and its effect and influence in custom-made clothing. Lastly, by using case analysis method combined with professional practice, the paper studies the new IMC communication tools strategy of “H” Haute Couture brand. The corresponding IMC strategy has been made,putting forward author’s own ideas about the development of new media channels, the building of cloud platform and the joining aspects.Nowadays, Haute Couture clothing has come into our lives on a large scale and it will alsobecome a major trend in the future. Only the traditional custom-made brand follows the pace of the era of the internet can it transform itself perfectly. Thus, it can keep a foothold in the global market for a long time, and it can also realize the transformation from the two-dimensional era to the three-dimensional era. Finally, it will open the people-oriented personalized customization era.