Author(s)

Li Chen ¹, Yingyi Lin ¹

Affiliation(s)

¹ Design and Creativity College of Wenzhou Vocational and Technical College, Wenzhou 325000, Zhejiang, China

Corresponding Author

Li Chen

ABSTRACT

With the development of social economy and the continuous upgrading of consumer demand, the traditional retail links in the clothing supply chain system are developing and changing to the new retail model. This paper discusses the current situation and shortcomings of the traditional clothing marketing model in the new consumption era, and discusses the clothing brand community. Marketing strategy, and proposed the establishment of a multi-layered complex, online and offline multi-dimensional integration of community marketing organization. In the process of transformation of the traditional clothing brand marketing model in the new consumption era, how to use the digital economy to achieve precise marketing and develop new industries, new formats and new businesses is of great significance.

KEYWORDS

New retail, Clothing brand, Community marketing

CITE THIS PAPER

Li Chen, Yingyi Lin, Research on the Marketing Strategy of Clothing Brand Community under the Background of New Retail. Advances in Educational Technology and Psychology (2022) Vol. 6: 95-102. DOI: http://dx.doi.org/10.23977/aetp.2022.060721.

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