摘要
近年来,我国服装行业总体趋势良好,服装品牌发建设有了新的发展,逐步呈现区域化特征。然而,受到新媒体发展的冲击,传统区域化服装行业销售业绩下降,有些甚至倒闭。文章分析了新媒体趋势下区域化服装品牌市场发展面临的问题,并结合新媒体思维、人性化营销策略等理论,探索了构建与提升区域化服装品牌的路径。
In recent years,the overall trend of China fashion industry is well,and the construction of fashion brands has achieved new development,gradually showing the characteristics of regionalization.However,under the impact of the development of new media,the sales performance of the traditional regionalized fashion industry has declined one after another,and some even closed down.Under the new situation,this paper analyzes the problems faced by the development of the regional clothing brand market under the trend of new media,and combines the theories of new media thinking and humanized marketing strategies to study the path to build and enhance regional clothing brands.
作者
魏晓璠
WEI Xiaofan(Jiaxing Vocational&Technical College,Jiaxing 314036,China)
出处
《西部皮革》
2022年第19期25-27,共3页
West Leather
关键词
新媒体
区域化
服装品牌
构建与提升路径
new media
regionalization
fashion brand
construction and promotion path
