Research On Optimization Of L Brand Fashion Clothing Social Media Marketing Strategy Based On SICAS Model

With the growing development of mobile e-commerce media,social media such as Tiktok,Xiaohongshu,Weibo,We Chat and so on have almost occupied people’s leisure time.In the new retail era,shopping people,goods and markets have changed.The shopping methods of sharing,grass planting,and interaction have replaced the traditional search shopping.Both traditional enterprises and the original e-commerce platform enterprises have turned to social media to carry out marketing,bringing goods through KOL KOC’s reputation for promoting and promoting brands,especially clothing and beauty brands,has a more urgent marketing demand for social media platforms.Self media,short videos,and live streaming have changed people’s lifestyles,and companies have turned to social media for marketing.However,with the multitude of social media platforms,rapid changes in marketing content and methods,and the internet celebrity economy driving consumption,the difficulty of opinion leaders choosing and poor marketing effectiveness have become common challenges faced by enterprises.As a company with many years of experience in e-commerce platforms,L Brand Fashion has made many attempts in the selection of social media platforms,budget investment,content marketing forms,and KOL opinion leaders,but the results have been minimal.The new media department has also been forced to repeatedly adjust.Therefore,in the current marketing environment with developed social media,how to choose a social media marketing platform,what marketing methods to choose How to more effectively utilize KOL and KOC precision marketing,increase customer stickiness and brand awareness,is currently the main problem faced by brands.This article conducts in-depth research on the problems in social media marketing in the fashion industry by studying the actual case of L brand fashion.After consulting literature,reasonable suggestions are proposed for its social media marketing strategy,and valuable references are provided for social media marketing in other industries.This paper analyzes the basic situation of L brand company,social media marketing status,and the social media marketing status of its industry competitors through comparative analysis.Through a combination of literature analysis,questionnaire survey,and field research,this study analyzes the problems in social media marketing,and applies relevant theories such as SICAS model,event marketing,content marketing,relationship marketing,and KOL brand in social media marketing.By analyzing the characteristics of major social media platforms and combining the problems and shortcomings of L brand fashion in social media marketing,We have constructed an overall marketing plan for L brand fashion social media operations,proposed improvement suggestions and safeguard measures,and finally drew the conclusion of this article.And I hope that through research,we can provide some ideas and references for enterprises that also encounter such problems.