Research On The Integrated Marketing Communication Of The Clothing Brand Of Independent Designer In China

The development trend of the personalized consumption era,to produce a new type of creative industries--independent designer clothing industry,because it operates independently,in marketing will face greater risks and challenges,correctly grasp the consumer becomes particularly important.Advocated the concept of integrated marketing communication is to consumers in the first place,starting from their demands,in the process of spreading scientific effective integration of high quality communication channels,always keep the brand a voice of an image,in order to establish a fixed image in the minds of consumers,in order to achieve successful marketing.In the era of personalized consumption development,a new creative industry,independent designer clothing brand,has emerged.Because of its distinctive personality and distinctive style,niche personalization has become its biggest strength.It is because the independent designer's clothing brand is solely responsible for the designer and his team from design to marketing.When it comes to marketing communication,it will face greater risks and challenges.At this time,in compliance with the development of the market,the rational use of integrated marketing communication theory to carry out marketing communication will be a prerequisiteforthe success of the brandIn this paper,the independent designer clothing brand is selected as the research object,and its integrated marketing communication practice is the main content,and its marketing communication status is surveyed comprehensively.In the front part,first of all to make the SWOT analysis on the China independent designer clothing brand,through the analysis of the niche positioning of their products to obtain differentiated advantages,which is consistent with the personal consumption transformation,as the opportunity to develop and consolidate the market brand strategy is the first day after development;secondly,positioning and analyzing it the target consumer groups,strategic planning and strategy formulation is given according to the brand.Then,in the analysis of marketing communication strategy,the main analysis part of China's independent designer brand promotion platform,sales channel,marketing strategy.In the article a list,there are some problems in the marketing Chinese independent designer clothing brands,such as sales channels are not fully integrated,brand positioning fuzzy due to its high price,did not correctly grasp the "consumer centric" guiding ideology,thus resulting in China's designer clothing brand is not based on the international stage.Through the analysis we can realize,how to build a brand business model is the key to the success of the Chinese independent designer brands,independent designer brands should face their own environment,correctly grasp the integrated marketing communication,reasonable conception of brand,the brand to harvest prediction of target consumers,expand the influence at home and abroad,so as to realize the design and expression of commercial profits in the balance state.