Analysis of the Marketing Strategies of Fashion Brands in the Economic Environment of Social Media

Taking Zara and Gucci as Examples

DOI

10.2991/assehr.k.211209.117How to use a DOI?

Keywords

fashion brands; SWOT; Internet; marketing orientation; network consumption psychological analysis

Abstract

Fast fashion is getting more and more popular during these years because the fast changing and fashionable designs, such as Zara. Also, luxury brands, like Gucci, add more and more young and new elements in their commodities and distribution methods instead of keeping using classic and original ones. They also conduct network consumption psychological analysis to elaborate how the changes of customers’ online shopping psychology could transform a brand’s distribution. The analysis results and reasons will be the key point. Firstly, this thesis uses SWOT to analyze ZARA of Inditex, define how a Spanish fast fashion retailer could be a successful global brand during the fast growth of the Internet. From four aspects, namely strengths, weaknesses, opportunities and technologies, this thesis analyzes how Inditex’s marketing orientation and logistics transformed and how it works to bring more benefits to enhance shareholders value and brand value. Secondly, the thesis analyzes GUCCI with collected statistical data to indicate digital marketing strategies of luxury fashion brands. Thirdly, the author will outline how Internet consumption affects brand marketing strategies and consumers’ lives.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yuqi Liu
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of the Marketing Strategies of Fashion Brands in the Economic Environment of Social Media
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 707
EP  - 711
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.117
DO  - 10.2991/assehr.k.211209.117
ID  - Liu2021
ER  -