Study on Brand Management of Fashion Brands

Jin Lin

doi:10.54254/2754-1169/55/20230955

Research Article

Open access

Published on 1 December 2023

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Lin,J. (2023). Study on Brand Management of Fashion Brands. Advances in Economics, Management and Political Sciences,55,24-29.

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Study on Brand Management of Fashion Brands

Jin Lin *^,1,

¹ Minjiang University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/55/20230955

Abstract

Amidst the backdrop of swift economic progression and surging consumption rates, the global goods market is witnessing heightened brand competition. This evolving scenario has rendered domestic fashion brands particularly susceptible to various external adversities. Prominent among these challenges are misconceptions in brand management characterized by inadequate market positioning, diminished market share, nascent brand imagery, evolving marketing channels, and stagnation in social marketing innovation. To traverse this intricate environment, businesses must champion a forward-leaning stance, assimilate insights from seasoned brand management practices, and perpetually refine their branding techniques. This deliberate nurturing aims to bolster and expand their brand equity. In light of these observations, this paper articulates multiple strategies to amplify brand management, encompassing the amplification of consumer desires, recalibration of fashion marketing paradigms, in-depth consumer behavior insights, nuanced focus on marketing touchpoints, adoption of holistic multimedia marketing avenues, and harnessing the potential of fashion communication ecosystems. This synthesis is envisioned to serve as a compass for marketing aficionados, equipping enterprises to carve a distinctive niche in a saturated market, thereby charting a trajectory for resilient growth.

Keywords

fashion brands, brand management, consumer insights

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References

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Cite this article

Lin,J. (2023). Study on Brand Management of Fashion Brands. Advances in Economics, Management and Political Sciences,55,24-29.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-157-5(Print) / 978-1-83558-158-2(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.55

ISSN：2754-1169(Print) / 2754-1177(Online)

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