Research On Marketing Strategy Of Y Clothing Company

The development of Internet technology has brought new vitality to the apparel industry,and it has also had a certain impact on the traditional clothing retail industry.However,with the traditional physical brand clothing gradually entering the e-commerce platform in recent years,those smash hit e-commerce Brand clothing seems to have lost its former glory.At the moment when new retail ideas are constantly being proposed,traditional physical clothing retail enterprises have tried to expand online sales channels,combining online and offline to achieve better development.Facing such industry background,e-commerce clothing retail Enterprises should also make changes to marketing strategies as early as possible based on the company’s own situation.Y clothing company is a self-owned brand clothing enterprise in the early stage of the company.Since its establishment,the company has only sold on the e-commerce platform.It belongs to the clothing e-commerce brand.The company’s design philosophy for the brand is “tidal gentleman”,but the company was established in August 2017.Since the three-season clothing sales that have been listed have not been satisfactory,the company has been at a loss.Based on the impact of physical clothing retail brands on the online sales of e-commerce clothing retail brands,the purpose of this paper is to make marketing strategies for Y clothing companies.Optimize the program so that it can turn a profit and continue to grow and develop.This paper analyzes the actual situation of Y clothing company.After fully obtaining the relevant information of Y clothing company,it uses PEST analysis model to analyze the company’s external marketing environment from the perspective of policy,economy,society and technology.The model analyzes the company’s internal marketing environment,summarizes the main problems existing in Y clothing company,analyzes and expounds its market positioning by using STP model,and finally,combined with the actual situation of Y clothing company,to solve the main problems it faces.For the purpose,the Y clothing company optimizes the marketing strategy from four aspects: product,price,channel and operation propaganda.