The Marketing Strategies Of International Fashion Clothing Brands

The major fashion capitals in the current worldwide market are still Paris,Milan,New York City,London,and Tokyo.They are the headquarters of the largest fashion companies,and are known for their major impact on global fashion.The formation of these famous fashion centers has much to do with their own famous clothing brands.China is the largest clothing production and export country in the world.Although there are many domestic brands in China,few of them have got the worldwide recognition.Therefore,this thesis takes the international fashion brand Armani as the research object,analyzes its successful marketing mode,and then puts forward some suggestions for the development of famous fashion brands in China.The author wants to explore the current situation of China's fashion industry and the customers' evaluation of Armani through the questionnaires.Based on 4Ps marketing theory,the author analyzes the marketing strategies of Armani in detail,and proves that Chinese customers' evaluation of Armani accords with its marketing strategies.Finally,combining with the existing problems and current situation of China's fashion industry,it is suggested that Chinese enterprises should pay attention to product quality,provide excellent service to customers,select appropriate celebrities as spokespersons,expand brand awareness through social platforms,and participate in social welfare work to establish a good brand image.Moreover,they should gain customer loyalty to their brand by keeping up with fashion trends,providing an insight into customer needs rather than recurring sales promotions.