Effective Strategies of Social Media Marketing for Clothing Fashion Brands in China

The University of Sydney, Sydney, Australia

^* Corresponding author: 56379195@qq.com

Abstract

With the prevalence of social media platforms, digital marketing has emerged as an important segment of competition in all industries. For the apparel industry, which is centered on trends, the rise of social media has transformed the traditional marketing approach and become an essential tool for establishing interaction between brands and consumers. This report analyzes a series of marketing initiatives in the fashion industry, using the social media marketing case studies of Li-Ning and Shein as concrete examples to illustrate how this has provided a wide range of opportunities for brands to showcase their brands, effectively enhance brand status, drive sales, and increase customer loyalty. Today’s fashion and apparel industry no longer applies the traditional marketing techniques from past, and the relationship between the consumer and the brand is no longer a single buyer and seller relationship, but one of those allowed to participate in the construction of the brand. The more multiple identities possessed by consumers have also become a powerful force for brand advocacy, and these changes have boosted the economy while also driving innovative marketing strategies for apparel brands, especially relying on new trends led by User Generated Content (UGC) and Influencer Marketing. Therefore, through the above analysis, this study designs a complete framework for explaining how apparel brands can effectively utilize social media marketing to stand out in the competitive marketplace, proposes strategies and recommendations with value for the future sustainable development trend of the fashion industry.