Research On The Marketing Strategy Of Clothing Brand In The New Media Age

With the rapid development of information technology,the Internet has brought convenience to people's lives,created value,improved efficiency and provided entertainment.As the largest consumption category,clothing industryalso has changed under the influence of the Internet.In particular,the emergence of new media in recent years has transformedthe marketing methods and service concept of the clothing industry.Theearly single product-oriented marketing concept is transformed to the marketing philosophy based on brand culture communication.And the marketing strategy also began to be inclined to experience marketing and relationship marketing.UNIQLO,Japan's famous casual clothing brand,carried out a bold attempt and got a better marketing effect in this sphere.Through new media applications and platforms and other channels,UNIQLO carries out a series of interactive and experiential marketing activities,so as to propagate its brand culture and philosophy.At the same time,through product innovation and cross-border cooperation,UNIQLO attracted the attention of consumers,met the needs of consumers and completed the ultimate goal of expanding brand influence.In this paper,the author takes UNIQLO as an example,combines with its typical casesand discusses its marketing strategy of experiential marketing and relationship marketing in the new media age.Through the empirical analysis,the author finds out the advantages and disadvantages of the marketing strategy of UNIQLO.At the same time,the author combines with the current background of the new media age,provide other clothing brands with theoretical and practical reference,and adjuststhe clothing marketing strategies that are more suitable to the brand development.