IP marketing strategy for clothing brands based on SIPS model

被引：0

作者：

Jiang R. ^{[1
]}

Jin P. ^{[2
]}

Wu Y. ^{[1
]}

Chen E. ^{[3
]}

机构：

[1] School of Design, Jiangnan University, Jiangsu, Wuxi

[2] College of Fashion and Design, Donghua University, Shanghai

[3] Jiangsu Zhuri Textile Group, Jiangsu, Wuxi

来源：

Fangzhi Xuebao/Journal of Textile Research | 2022年 / 43卷 / 07期

关键词：

clothing brand; consumer behavior; IP marketing; marketing strategy; SIPS model;

D O I：

10.13475/j.fzxb.20210705809

中图分类号：

学科分类号：

摘要：

Aiming at the lack of systematic layout of clothing brand IP marketing strategy, this paper puts forward clothing brand IP marketing strategy based on SIPS consumer behavior analysis theory. The IP marketing strategy of clothing brand was divided into three dimensions, i.e. content, form and drainage. Combined with SIPS theory, the logical relationship and layout of the three-dimensional strategy were modified, and three IP marketing content strategies, five form strategies and four drainage strategies were obtained. The characteristics and effectiveness of each dimension strategy were extracted, and the clothing brand IP marketing strategy based on SIPS theory was put forward. The research results show that after the implementation of the IP marketing strategy guided by the model, the omni-channel reading volume and sales volume of a commercial project are greatly improved. After the implementation of the marketing strategy for the first time, the number of readers, times and sales volume of the brand are increased by 180.5%, 178.9% and 389.7%, respectively. The adjustment strategy of clothing brand according to its own positioning, consumer groups and marketing objectives can provide enlightenment for the sustainable and vertical development of the brand. © 2022 China Textile Engineering Society. All rights reserved.

引用

页码：162 / 169and177

共 22 条

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