Marketing Mode On Clothing Brand Under The New Retail Trend

Under the background of constantly upgrading consumption,big data and cloud computing have revolutionize the retail industry! Ma Yun,the founder of the Alibaba,called the new industry the new retailing,which is created by a combination of modern logistics,online and offline parties.Online dividends hit their ceiling,while offline stores were less attractive to consumers.Pure online businesses has begun to turn their attention to new retail businesses.As a part of the retail industry,garment industry has also been greatly affected in this transformation.Some clothing brands that are sufficiently sensitive to the market environment have started implementing new retail layout,and many of them have successfully explored the road of transformation.UNIQLO as one of the best sales growth in recent years,the brand has gradually become larger,moreover with constantly improving their visibility.This paper aims to study the current situation and development countermeasures of clothing brand,which is conducive of improving the competitiveness of clothing brands under the new retail background,and also has a positive reference for our local clothing brands.The following paper will be divided into six parts:The first chapter is the introduction part,which introduces the relevant research background according to the problems involved in this paper,and on this basis expounds the purpose and significance of this study,moreover it also analyzes the current status of brand marketing at home and abroad as the main content and framework of this study.The second chapter,basic theory research,mainly introduces the definition of new retail and related theories of new retail.The third chapter,by studying the industry reports,analyze the particularity of the fashion brand marketing mode under the new retail format,laying a theoretical foundation for the following empirical research.The fourth chapter,taking UNIQLO as an example,from the three aspects of Omni-Channel marketing,experiential marketing and large data marketing,we use case analysis and theory to analyze the specific operation methods of the marketing mode under the new retail format.The fifth chapter,according to the new retail business mode of clothing brand marketing operation,study the shortage of clothing brand marketing under the new retail format,and put forward the corresponding solutions.The sixth chapter,conclusion and the problems to be studied...