Research On Marketing Strategy Of Fashion Luxury Brands Based On Lifestyle

At present,more and more luxury brands are trying to take our lives in the name of lifestyle.These brands have been extended from the original handbags,clothing and other categories to chairs,porcelain and other household items.The value of a luxury brand is not only the product itself composed of materials and crafts,but more importantly,the brand concept,spiritual appeal and humanistic connotation it represents.Each luxury brand highlights its human values in its own way,proposes some slogans that appeal to consumers,and thus reflects its humanistic spirit,which can promote and lead a way of life through products.This paper chooses the clothing luxury brand as the research object,using theoretical analysis,literature research,comparative analysis,case analysis and other research methods,in-depth discussion of lifestyle-based clothing luxury brand marketing strategy.Firstly,the thesis begins with the theoretical research,reviews the domestic and foreign literature,summarizes and combs the definition and classification of luxury brands,lifestyle definition and characteristics,luxury brand marketing strategies and related theories;secondly,it chooses two Chinese luxury brands of clothing as typical research.This paper discusses the achievements,problems and shortcomings of lifestyle-based clothing luxury brand marketing in China at the present stage.Through the comparison of the marketing status and marketing strategies of the two brands,the paper explores the existence of lifestyle marketing of China's clothing luxury brand represented by Shanghai Beach Brand.Thirdly,according to the problems existing in the brand marketing of Shanghai Beach,the paper puts forward the culture marketing strategy and the experience marketing strategy based on the life style respectively;finally,it summarizes the enlightenment to the local luxury brand marketing,including the brand culture marketing and brand experience based on the life style.Marketing and brand online and offline marketing,etc.,and the future research direction of the paper is prospected.