Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data

Hantong Li

2022

Abstract

China has become a new growth point for fast fashion brands in recent years. Although the overall economic growth is slowing down, fast fashion brands are still favored by consumers in China. At the same time, with the development of big data and other information technology, fast fashion clothing brands are also constantly expanding their marketing channels and enriching their marketing methods. With the advent of big data and the digital era, fast fashion clothing brands face new opportunities and challenges. Big data and digital channels have been widely used in marketing to help companies increase sales and market share. Based on the development of big data, this paper tries to analyze the new digital marketing strategies of fast fashion clothing brands based on the development of big data. Therefore, based on previous literature studies, this paper will use STP and 4P, and other marketing theories to analyze whether and how to innovate digital marketing strategies of fast fashion clothing brands in the era of big data. The research hopes to provide enlightenment for fast fashion clothing brands to find new digital marketing strategies further to promote the sales growth of fast fashion clothing brands.

Paper Citation

in Harvard Style

Li H. (2022). Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 621-627. DOI: 10.5220/0011195900003440

in Bibtex Style

@conference{bdedm22,
author={Hantong Li},
title={Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={621-627},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011195900003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data
SN - 978-989-758-593-7
AU - Li H.
PY - 2022
SP - 621
EP - 627
DO - 10.5220/0011195900003440