Research On The Transformation Strategy Of Traditional Luxury Brands In The Fashion Industry Based On IMC Theory

Luxury consumption is no stranger to contemporary Chinese consumers.Since the 1990 s,with the rapid development of China’s economy and the continuous growth of high-net-worth people,China has become the world’s largest consumer market for luxury goods.Corresponding to the huge consumer market share,the world’s top luxury brands have rushed to land in China’s first-tier cities,and gradually developed into second-tier and third-tier cities in recent years.It is not difficult to see that the development of the luxury industry in China still has more potential and possibilities.At the same time,the global luxury goods market is in crisis.The continued weakness of the European and American markets,the impact of digital e-commerce platforms on traditional offline retail,the impact of new millennial consumer behaviors,and the increasing number of luxury street fashion brands occupying the market,etc.Factors are changing the fashion industry tomorrow.Before losing more brand supporters,traditional luxury brands must begin their brand transformation.Based on the above-mentioned problems in the development of the fashion industry,taking the IMC theory as the foothold,the traditional luxury brand GUCCI is used as a classic case of brand transformation,and an in-depth analysis of the traditional luxury brand in the fashion industry in the current era background transformation strategy formulation of clear Direction and specific measures.First of all,through the review of the literature,I comprehensively introduced IMC integrated marketing communication theory,focusing on analyzing the matching between IMC theory and traditional luxury brand transformation strategies.Secondly,the background reasons for the transformation of traditional luxury brands in the fashion industry are analyzed from four perspectives: market environment,consumer groups,technological development,and industry competition.Then,taking GUCCI’s specific marketing communication transformation strategy as the focus of analysis,its strategy is divided according to the classic 5R model in IMC’s integrated marketing communication theory,specifically divided into association strategy,feeling strategy,response strategy,recognition strategy and relationship strategy.Finally,taking the GUCCI brand as a starting point,it triggered deep-seated academic thinking on the problems and suggestions in the transformation and development of traditional luxury brands in the current fashion industry,as well as the direction of the transformation and development of traditional luxury brands in the future.In the current academic research,there are still few studies combining the theory of integrated marketing communication with the transformation of traditional luxury brands,so to a certain extent,it has made up for the limitations of research in the field of integrated marketing communication of luxury brands and has been extended in theory.And development,to provide other researchers with thinking clues and analytical framework.In addition,the specific strategy of the GUCCI brand is used as the focus of analysis,combined with the actual market development status,and full research information and market data are used to provide certain data support for the conclusion and proposition of the article conclusions.From the inside of the fashion industry,it provides valuable experience for the transformation and development of many traditional luxury brands;from a long-term perspective,it is beneficial to the healthy development of the global fashion industry and further promotes the integration of the industry and the world.