Research On Marketing Strategy Optimization-Take Company A’s High Fashion Lady’s Garment As An Example

The "her economy" market is developing rapidly,and women’s consumption has become a new driving force for economic development.People are pursuing personalised and quality consumption,and cost-effective national brands are being introduced to the public and becoming a new consumer trend.China’s mid-to-highend women’s apparel industry is a vast market and increasingly competitive.By 2022,the concentration of the mid-to-high-end women’s apparel industry will still be less than 10%,resulting in insufficient brand recognition and inventory backlog due to changes in fashion trends and lack of accurate marketing.As a well-known and established local womenswear brand,the study of Company A has certain reference significance for the mid-to-high-end womenswear industry.Through literature analysis and theoretical research,this paper takes Company A’s mid-to-high-end womenswear as the research object,and uses macro analysis and Porter’s five forces analysis in combination with the actual situation of the company to conduct an in-depth study on the status of Company A’s industry and the company’s marketing status.Through quantitative analysis(e.g.questionnaire research,financial analysis)and qualitative analysis(executive interviews),it is further concluded that the problems of Company A’s mid-to-high-end womenswear at this stage are: leading to a backlog of inventory,insufficient brand influence,low customer loyalty and declining traffic,and then the core causes are imprecise market positioning,insufficient marketing efforts,insufficient service levels and unclear shop characteristics,thus through STP Through the STP and 7PS marketing strategies,Company A proposed an optimisation strategy for the marketing of mid-to-high-end women’s clothing.Through in-depth analysis,it is concluded that Company A needs to maintain consumers aged 30-45 with strong purchase intention on the one hand,and cultivate fashionable women aged 25-30 as potential target consumers on the other.For customers aged 20-30,a group of potential high-end consumers will be cultivated through the promotion of IP co-branded basic models in the buying shops.For users aged 30-35,on the one hand,the trend will be dominated through the collaboration of film and TV drama productions and new media content marketing,while the management of shop displays and service staff will be optimised so as to enhance the consumption experience and inspire consumers’ willingness to buy.