Analysis of Fast Fashion Brand Marketing Strategy Based on The Four Ps of Marketing

Taking Brandy Melville as an Example

DOI

10.2991/assehr.k.211209.015How to use a DOI?

Keywords

Fast fashion; Brandy Melville; The Marketing Theory of 4Ps; Marketing strategy

Abstract

Nowadays, China’s clothing market has tended to be saturated, but as a new blue ocean field, “fast fashion” clothing brands have quickly opened up new markets in China. And The Marketing Theory of 4Ps guides the practice of most companies. This article takes Brandy Melville as a representative and uses the 4P marketing strategy model to analyze the brand from four perspectives: product, price, place, and promotion. It also focuses on analyzing the marketing strategy used by Brandy Melville from the perspective of promotion, and explores its overall marketing strategy. It can be seen that Brandy Melville uses its unique brand style and precise market positioning to combine with popular marketing and hunger marketing methods, and it has become a “dark horse” in the market when Chinese fast fashion brands are relatively saturated.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Zeng Zhiyi
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of Fast Fashion Brand Marketing Strategy Based on The Four Ps of Marketing
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 95
EP  - 99
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.015
DO  - 10.2991/assehr.k.211209.015
ID  - Zhiyi2021
ER  -