Research On The Integrated Marketing Communication Ofchinese Independent Fashion Designer Brand Under The New Retail Mode

With the rapid development of economy and society,the consumption concept and habits of residents have undergone tremendous changes.With the birth of new technologies such as big data technology,China's retail industry is undergoing profound changes.When the e-commerce dividend of online platform is gradually losing,and the operation condition of offline stores is not satisfactory,both of them regard the new retail mode as the "life-saving straw" to save themselves.As a very important part of the retail industry,the clothing industry naturally changes its previous operation mode under the new retail format.As the most active factor in the clothing industry,independent fashion designer brand will be in front of the new retail tide.Some brands that are highly sensitive to the market have begun to lay out the territory of new retail.In the new market environment,they have transformed the original marketing communication means,successfully cultivated their own consumer groups,and their popularity has also increased.This paper takes the independent fashion designer brand of China as the main research object,and their integrated marketing communication practice in the new retail era as the main research content.It analyzes the current marketing communication situation of independent fashion designer brand of China,and puts forward its own opinions and suggestions.In this paper,firstly,the concept of new retail,independent fashion designer brand and integrated marketing communication is elaborated;secondly,the shortcomings and disadvantages of the existing brands are analyzed based on the development process of independent fashion designer brand in China;finally,the integrated marketing communication strategy is studied based on the relatively successful independent fashion designer brand tyakasha in China It is through the analysis of tyakasha that other brands realize that they should carry out integrated marketing communication activities from three aspects of online,offline and logistics in the new retail format,and provide suggestions and references for independent fashion designer brands in China.Through the description and analysis of the whole article,we can know that if Chinese independent fashion designer brands want to survive in the emerging retail formats and maintain their own vitality,they must correctly understand the current market environment,make timely adjustments in the aspect of integrated marketing communication,and build a set of brand operation and management mode suitable for themselves.