Research On Design Strategies Of Original Clothing Brands Based On T-Mall Online Platform

At present,the society is in the fourth industrial revolution,that is,the new technological revolution launched in the 21 st century.The era of network economy is closely related to our daily life.The network clothing industry is developing rapidly.The demand for online shopping clothing is increasing rapidly and showing a sustained high-speed development trend.The original online clothing brands emerge in an endless stream and are facing huge competitive pressure.This paper takes tmall’s original clothing brand as the main research object,through collecting a lot of brand information and investigating a lot of consumers,analyzes its development status,industry competition environment and consumers’ purchase behavior,and studies and discusses the four aspects of its brand culture,brand image,brand product and brand management,taking tmall’s original clothing brand as an example At each level,the design strategy that is suitable for tmall’s original clothing brands to enhance and maintain brand competitiveness is explored.