| In recent years, network garment industry is developing rapidly in China. A fullynew brand concept emerges during its development–original brands online. Theybuild up from E-commerce, sell based on internet platform and obtain strongendorsement from consumers, outshines in each segmentation. However, the brandinferiority is becoming increasingly obvious as ‘Flow Dividend’ has been the past,large increase of cost on flow purchase, moreover, traditional brands are marchinginto online market, the original brands are suffering their growth predicament, theirbrands shortage is becoming clearer day by day. The era of brand competition hascome, so how to survive the competition for those original brands of latestdevelopment and most disadvantaged becomes the significant strategy problem ofhuge amount of on-line brands. The only one route they must take to get out is tostrengthen their brand marketing.This paper applies literature research, qualitative analysis, comprehensiveanalysis methods, on basis of a large number of documents and study marketingpractices of numerous online apparel enterprises, so as to discover the lack of brandmarketing for those online brands. Firstly, define the connotation of original apparel,analyze the marketing environment and competition status; meanwhile, study theconsumer behavior on online original apparel brands. On this foundation, analyzecurrent marketing situation of original online apparel brands and see into problems,bring forward relative brand marketing strategies which hold active theoretical andpractice value.This article presents three brand marketing strategies of original online apparelbrands: brand characteristics, brand communication and brand promotion. Createunique brand characteristics via brand positioning differentiation, brand culturecreation, design and tech innovation, scarcity feeling creation; To realize perfect brandcommunication effect by favorable visual and psychological communication including website function design, visual presentation, reading experienceimprovement and brand communication depth consolidation including imagespokesman, brand story and public relations; Brand promotions mainly mean channeldevelopment strategy, database marketing and social media marketing strategies.In a word, the purpose of this paper is to find out how to lay down effectivebrand marketing strategies for original online apparel brands, offer theoretical basisand solution support on concrete sections as brand characteristics, bandcommunication, and brand promotion. Carry out plausible countermeasures to brandmarketing and brand value improvement for the original online apparel brands;meanwhile, it’s a feasible reference for apparel enterprises offline to broaden onlinemarketing and study online marketing approaches for future use. |
