| Based on the literature review of independent fashion designers' brand,online channel,consumer evaluation and reverse marketing,through in-depth interviews and questionnaires among independent fashion designers and consumers,the following main conclusions are drawn:(1)Independent fashion designers' brand is entering a new stage of vigorous development,the growing maturity and diversification of online channels for independent fashion designes' brand online channels to provide more choices and development space.(2)There are great differences between the channel selection,development and marketing strategies of independent fashion designers' brands in different stages of development.Designer's original brand such as LIE BO has a wider online channel,marketing promotion means more diverses,and the brand in the stage of entrepreneurship or growth,online channel selection is limited and in a disadvantageous position,but can use diversification,low-cost marketing promotion to expand brand awareness and influence.(3)The revised consumer clothing brand evaluation scale was used to conduct a consumer survey.Factor analysis was carried out on the survey data.The results shows that consumer brand evaluation of independent fashion designers' was composed of four factors: design and style factors,brand preference and cognitive factors,decent consumption factors,brand vulnerability factors.(4)By cluster analysis,the brand consumers of independent fashion designers can be divided into five groups: positive type,loyal type of emotional consumption,vanguard type of lack of loyalty,low-key type of cautious consumption,and fashionable type of rational consumption.There are great differences among the five groups in demographic characteristics,cognitive approach and consumer behavior of independent fashion designers.It provides a reference for independent fashion designers in brand positioning,selecting target groups and online channels,and formulating marketing strategies. |
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