Brand Digital Development Strategy Based on Consumer Cognition and Behavior--Taking the clothing industry as an example

School of Foreign Studies, Capital University of Economics and Business, Beijing, China

^* Corresponding author: 32022130072@cueb.edu.cn

Abstract

In the era of rapid development of the digital economy, to enhance market competitiveness, digital transformation has been widely considered by major brands. However, enterprises still face the problems of transformation sequence and investment cost allocation in digital transformation. Based on the focus of consumers’ cognitive model of enterprises and their purchase behavior, this paper analyzes and summarizes the current situation of brands in three aspects: omnichannel integration, user experience, and brand content marketing. This study found that in the context of the digital age, consumers focus on information orientation, information feedback, and brand behavior. These shifts in focus are crucial for formulating brand digital development strategies. Based on this, the study suggests that firstly, existing issues should be addressed by improving technological capabilities, strengthening technological support, and emphasizing data security. Additionally, it is important to focus on the cultivation of digital talent to meet the challenges of the digital era.