Studying The Retail Marketing Model Of VERO MODA

Along with the network popularization,E-commerce platform has developed rapidly in recent few years.After 2014,the major E-commerce platforms have shifted their focus on mobile terminal which brings the clothing retail industry to the “age of mobile”.Disproportionately,lots of clothing retailers still resort to establishing a physical store to improve their sales volume.Despite the rigorous development of network retail,it hasn't changed the physical sales model---“price increase+ shop opening” of our domestic clothing industry.Through the research on the major theories of clothing marketing models both at home and abroad,we find that the “All channel” marketing model can satisfy both the main developing directions---large-scale & integration and specialization & individualization,of international large clothing retailers,which makes it more and more popular among companies and scholars.However,most domestic all channels studies have focused on the retail industry or one specific industry which limits its potential to put up specific strategic suggestions and conduct deep research and design on one specific brand.By studying the retail marketing model of VERO MODE and re-planning for all channel developing path,this paper can fill the vacancy and may provide the references for the future development of domestic clothing retail brands.Thus,the author has adopted various methods including literature research method,comparative analysis and case study and etc.At first,analyzing the effect and current situation of VERO MODA marketing model through the application of marketing theories and then adopting comparative analysis to list the differences between VERO MODA and ZARA in order to find out the existing problems of VERO MODA marketing model.Next,the author has re-planned the VERO MODA marketing model by taking the brands features and current market environment into consideration.At last,pointing out implementing guarantee of VERO MODA marketing model adjusted plan from four aspects: institution guarantee,staff guarantee,technical guarantee and finance guarantee.