Analysis on Fashion Network Marketing Model

Abstract：At the beginning of 21st century，Chinas e-commerce has entered a stable period of sustainable development.As a relatively active industry in the national economy，garment industry is marching on the tide of the times and its marketing methods have gradually become diversified.By the end of this year，the number of netizens in China has already exceeded 800 million，which also accounts for a large number of global netizens.The large number of users has become an important foundation for the development of the fashion network marketing model in China.

Key words：Marketing;Garment design

Marketing is a concept that changes over time.In the traditional marketing of apparel，each fashion brand usually has its own physical shop，and physical sales also involve knowledge in various fields such as display design，storefronts，human sailing skills and so on，once the consumer goes into the shop，the salesman will play a traction role，then，in addition to the clothing itself needs to be attractive to customers，sales staff must also understand a variety of professional knowledge，so as to give customers the guide.Practice has proved that any kind of marketing model is not perfect，with a large backlog of inventory，store rental more expensive and other disadvantages，more and more businesses choose a new mode of network marketing.From the first few major e-commerce platform，to todays micro-business，Weibo as well as manufacturers，such as network marketing，network marketing is showing its superiority step by step.

First，the rapid growth of apparel network marketing is attributed to the convenience it offers consumers.Take an e-commerce platform for example，clothing sales，online consumers want to buy a clothing，the first will enter the product keywords，the system will automatically select the appropriate product，which greatly saves the customer to the store to ask the salesman Of the time，and secondly，the keyword related products will continue to show，but also save the customer shuttle in different stores choose products time.This is a very handy “filterable selection” process in which a large number of products of the same type are displayed on one page，the consumers brain can quickly accept the characteristics of these products，and one of them will be ignored for various reasons Part，and focus on individual products，according to the measurements of clothing models and wearing the state，consumers can choose their own type.

Second，apparel network marketing also brings convenience to operators.Network store opening does not require a lot of shop rent，do not need the stores display decoration，there will be no inventory of land issues.With the popularity of Internet marketing，clothing stores are usually no longer a large number of products to be sold，once the network orders，the store can be directly linked to the production headquarters delivery.

For apparel network marketers，while they can save a lot of costs，they also face many problems.Apparel network marketers must develop a variety of coping strategies to gain a firm foothold in this area.

First，fashion marketers need to have a unique look at the choice of business platform.Taking the well-known Taobao platform for example，joining Lynx just a few thousand renminbi shortly after its establishment in 2003，rents have risen sharply as people gradually realize its potential for growth.Second，what deserves our attention is the Weibo platform.As a very social platform，it has the dual attributes of social media and media.It made it develop a large number of influential people on the Internet，namely，“Wang Hong.” They usually have good interaction，making their popularity higher and higher，and providing themselves with their own customers resources.Second，fashion marketers need good promotional capabilities for apparel products.To some extent，apparel marketing is a kind of visual marketing.Third，fashion marketers need to have enough insight into internet marketing.The development of productive forces in our country is extremely rapid.Nowadays，the apparel industry is not out of stock，but lacking sales personnel.Sales is a capability that involves many aspects of geography，weather，culture，psychology and more.Fourth，fashion marketers need to have the right consideration for the products they sell.As a clothing brand for the general public，the most important thing is to do customer analysis first，there are many ways as to how to choose，and how to identify their own audience.It can be chosen because it is part of the market that marketers are interested in，or the opposite.After identifying the target groups，apparel brands need to be able to provide comfortable，reasonably priced clothing while being best positioned to exhibit a strong，recognizable style.

In the era of e-commerce world，apparel businesses have set foot on it.As a clothing business，we should never be satisfied with the convenience brought by the express train.Only innovation can promote the progress of history.Although the existing resources are good，it is by no means the best.Therefore，apparel brands need to have their own innovative ways.

作者簡介：

夏雨欣（1995.7），女，汉族，江苏扬州人，齐鲁工业大学（山东省科学院）在读研究生，专业：艺术设计，研究方向：服装设计与形象策划.

（作者单位：齐鲁工业大学（山东省科学院））