Research on Digital Marketing Strategies of Fast Fashion Clothing Brands Based on Big Data

摘要

With the rapid development of fast fashion brands in today's market, a large number of international fast fashion brands have entered the clothing market in China, which has enabled Chinese consumers to experience something entirely new by means of digital marketing strategies, thus making China's fast fashion clothing brands in an inferior position. ZARA, HM, UNIQLO and other leading fast fashion brands have developed rapidly in China, which is inseparable from their marketing strategies. Therefore, this paper firstly summarizes fast fashion brand, big data and digital marketing, collects data released by authoritative agencies, and analyses the necessity of fast fashion brands entering the digital stage. Secondly, the successful cases of digital marketing of representative fast fashion brands are studied in detail. Finally, by summing up the enlightening conclusions of the study, this paper puts forward some suggestions on the development strategy of digital marketing for fast fashion brands in China, and creates some marketing strategies suitable for the development of Chinese enterprises themselves.