Research On The Integrated Marketing Communication Of Domestic Premium Women's Dress Brands

The competition among local high-end female dresses lies not only in product but also extends to brand culture. Distinctive features have been cultivated by various domestic clothing companies just as SISTER during the dissemination as well as establishment their own brands. This paper, by applying integrated marketing communication-- the most widely recognized theory by western academic and marketing circles analyzes the reasons for the success of domestic high-end women's dress brands including SISTER, and puts forward some constructive advice on their future branding in order to promote the development of the high-end women's clothing brands as well as the apparel industry of our country. It sets to promote the development of the high-end women's dress brands in China and thus future drive the development of Chinese textile clothing industry.The first chapter mainly summarizes the current situation of research in relevant fields. The second explains the theory of integrated marketing communication and analyzes its significance to the branding of these brands. The third is an overall summary of the branding characteristics of these brands. The fourth focuses on the analysis of branding content taken at different stages from its establishment to development of SISTER. The fifth is about discovery and exploration. The sixth chapter is summary.It is found in the paper that major communication approaches of local high-end women's dress brands are public communication and interpersonal communication. The main mediums being used are media in the selling points and fashion magazines. Generally speaking, the systematic and theoretical research on the communication aspect of clothing brand in China is not abundant enough from the overall perspective.For integrated marketing communications theory, although some domestic high-end women's clothing brands such as SISTER can be more effectively used, but it remains to be further improved. In addition, in the process of the spread of domestic domestic high-end women's dress brands, for the use of new media is not enough, need to be further strengthened.