Research on the Characteristics of Trendy Brand Clothing Consumption Behavior and the Formulation of Marketing Strategies

Jiawei Zhang ()
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Jiawei Zhang: Princeton University

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 57-64 from Springer

Abstract: Abstract With the rapid growth of social media, the young can learn much fashion information worldwide. At the same time, along with the rising consumption level and the re-emergence of street culture, trendy clothing is gradually becoming a hot spot for everyone’s attention and consumption. Some fashion brands are popular with young people. Meanwhile, China’s domestic fashion brands are also developing rapidly. Many young people recognize many creative China trend brands and gradually go to the international market. However, the current development of China’s domestic fashion brand is not mature enough, and there are still a lot of problems in the design and marketing. This paper focuses on developing China’s domestic and foreign trendy brand clothing by analyzing some consumer behavior of trendy national consumers. Moreover, this paper analyzes the current situation of China’s domestic trendy brands and the problems that arise in the development and then puts forward the corresponding marketing strategies to make China’s trendy brands develop better.

Keywords: Domestic trend brands; Customer behavior; Marketing strategies (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_8

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DOI: 10.2991/978-94-6463-098-5_8

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