Practices And Application Of Omni-channel Marketing Of Designer Clothing Brands For Women In Hangzhou

Designer Clothing Brands for Women function not only as the hard core in guiding the development of women’s clothing industry in Hangzhou,but also as the important component of designer brands in China.With the booming growth of Internet,fierce competition of domestic and foreign brands and huge changes of market demands,Hangzhou women’s designer clothing brands are facing severe challenges.As marketing channel is the weakness of Hangzhou women’s designer brands,enhancing the construction of marketing channels and implementing omni-channel marketing strategy based on the current background would become the new choice and strategy for them.The researcher conducted a lot of studies on “Practices and Application of Omni-channel Marketing of Designer Clothing Brands for Women in Hangzhou”.The whole research process was carried out from April 2015 till the end of 2016.The researcher extensively collected and sorted relevant literatures and theories about omni-marketing channels,the development of women’s clothing industry and Hangzhou women’s designer clothing brands.At the meantime,the researcher distributed investigation questionnaire to over 20 representative women’s designer clothing brands,visited leaders of relevant departments in Hangzhou,the directors of Hangzhou Clothes Designer Association,experts,scholars and well-known entrepreneurs,so as to synthesize their opinions and suggestions.In the case of famous women’s designer clothing brands,L Enterprise,the researcher conducted practices in Department of Design and Department of Marketing successively,took part in formulating the company’s omni-channel marketing proposal in 2016,summarized and recorded the implementation of the proposal,relevant data and information,and carried out overall,systematic and in-depth study on the thesis based on the completion of the above work.The research introduces the concept of designer clothing brand,market status and predictions of its development,clarifies the development history,inheritance and evolution of women’s clothing industry,characteristics of women’s designer clothing brands in Hangzhou and opportunities of growth.It focuses on analyzing the current situation of marketing channels ofwomen’s designer clothing brands in Hangzhou,and expounds on omni-channel marketing of women’s designer clothing brands.Take L brand,a famous designer brand in Hangzhou as example,the author explores into the design of omni-channel marketing framework of women’s designer clothing brands in Hangzhou,its business procedures,omni-channel marketing model“online channel + offline channel + WeChat official account platform” and specific marketing plan.Centering on the practice and application of L brand’s omni-channel marketing,the author records and summarizes the execution of measures of online channel marketing,offline channel marketing and WeChat official account platform,makes comparative analysis on the effects of major indicators,including online and offline channel extension,main business income,gross interest,gross interest rate,number of followers of WeChat official account platform.This research proves that omni-channel marketing is a rational decision-making for accelerating the development of Hangzhou women’s designer clothing brands under the current background,and also the optimal marketing strategic choice for prospering women’s designer brands.In addition,the author puts forward relevant advice on further improving and facilitating omni-channel marketing of women’s designer brands in Hangzhou and digital channel marketing in the future.