Research On Short Video Marketing Strategies Of Fashion Brand Based On Microblog Platform

With the popularity of intelligent devices,people’s lifestyle and consumption environment have changed greatly.The rapid development of information technology provides a new way for product sales,and the Internet-based marketing model is gradually developing.In 2020,COVID-19,which swept the world,further triggered a major change in consumer behavior.The offline consumption is completely transferred to online consumption.Facing the sudden environmental changes,fashion industry brands have to explore new marketing methods.At the end of the third quarter of 2021,the monthly active users of microblog reached 573 million,which is the most influential social media platform in China’s fashion industry.Due to the fragmentation and entertainment of social media users’ content preferences,short video has become a preferred content form for consumers over graphic combination.Enterprises can more intuitively convey brand value,content value and even realize commercial realization value through short video.Short video marketing has become one of the most important marketing methods of brands in the fashion industry.Based on the above research background,by sorting out relevant materials,combining the integrated marketing communication theory and consumer behavior analysis model,this paper studies the short video marketing mode and strategy,combs the current situation of brand microblog short video marketing in the fashion industry,and summarizes the main modes of microblog short video marketing through the case analysis of some representative brand microblog short video marketing in the fashion industry,Summarize the marketing strategy of brand microblog short video in fashion industry.By analyzing the short video marketing mode and marketing strategy of fashion industry brands,understand how fashion industry brands affect consumers through content production,and provide brand communication and product promotion methods for fashion industry brands.This paper puts forward that there are some problems in short video marketing,such as marketing without plan,improper selection of stars and kol,serious content homogenization and so on,and puts forward feasible suggestions to solve these problems.This study theoretically complements and enriches the research on short video marketing strategy of fashion industry brands.In practice,it is conducive to fashion industry brands to deepen their internal logical cognition of short video marketing,and provide a reference basis for formulating more accurate and efficient marketing strategies.