This research deals with the study of electronic blogs in context of Apparel Marketing as one of the most marketing skills fashion brand needs is communication activities, since consumers become ...dependent on the Internet to get information and exchange opinions through electronic means , nowadays one of the important forms of brands' electronic presence is blogs, especially in the field of fashion. so this search was conducted on what the blog is, its origin and development, its characteristics, then the role of the blog in marketing clothing and the determinants of its use in brands' communications in the field of ready-made clothes, then the analytical framework for this research came To develop a proposal for criteria for using the blog through the following points: Choosing an international brand in the field of ready-to-wear (NIKE) . Analytical study of the blog page of the chosen brand . Divide the blog into mandatory points . Deduce the sub-points of the previous points .▪ Keywords : (Blog - Branding - Clothing Marketing) .
This paper utilizes the SMCR communication model to explore factors influencing clothing brand communication. We develop an evaluation model that assesses the effectiveness of these brands’ image ...communication, providing essential insights for brand design and communication strategy selection. The model employs a fuzzy comprehensive evaluation method for setting assessment criteria and an Analytic Hierarchy Process (AHP) to calculate the weight distribution of each index, forming a fuzzy affiliation judgment matrix. An evaluation system was constructed and applied to Chinese apparel brands, revealing that interest circles, online fashion bloggers, and video and live broadcasting websites are the top channels, accounting for over 50% of total brand image communication. In terms of preference, IP co-branded models, national fashion products, and tournament models are in the top three, accounting for 10.35%, 9.73%, and 8.86%, respectively. The comprehensive evaluation value of brand image communication effect in China’s apparel industry is 5.63, with a rating of “poor,” and there is still much room for improvement in apparel brand design and communication.
Aiming at the problems of pollution and waste in the clothing industry, the concept of the green innovation of clothing brands is put forward here and analyzed in terms of five dimensions: green ...product innovation, green technology innovation, green image innovation, green service innovation, and marketing green innovation. Based on the theory of perceived value, in this study we analyzed the mechanism of clothing brand green innovation with regard to consumers’ purchase intention and, on this basis, investigated the mediating role of perceived value and the moderating role of consumer innovation. Simultaneously, we designed a measurement scale for clothing brand green innovation and used the structural equation model to test the research hypothesis. The results showed that clothing brand green innovation can effectively promote green purchase intention and behavior, that consumers produce purchase intention and behavior through the perception of novelty, usefulness, and greenness, and that highly innovative consumers are more likely to perceive novelty and are more willing to buy. This study provides new ideas and references for clothing brand green innovation.
With the emergence of environmental pollution and the excessive waste of resources, the traditional development of the pure pursuit of economic growth has encountered challenges. More and more people ...are advocating for the concept of sustainable development, which makes sustainable merchandising an urgent necessity. Clothing brands should adhere to the brand sustainability concept and sustainable management in the merchandising process, which can truly improve the competitiveness of the brand. For this reason, a series of studies on sustainable merchandising strategies has been conducted by apparel companies and academia. The existing reviews on sustainability aspects focus on material, recycling, and life-cycle aspects. However, less attention has been paid to the sustainable merchandising aspects of apparel. Therefore, this paper presents a systematic literature review of this topic. We summarize the relevant research on sustainable merchandising from a merchandising perspective and systematically review the relevant theories and cases of sustainable merchandising for the relatively blank field of sustainable brand merchandising for apparel. We have achieved the purpose of integrating the analysis of factors influencing sustainable merchandising, and merchandising strategies. Additionally, on this basis, we discuss how brands can combine social responsibility with merchandising to develop and enjoy the profit space brought by merchandising while assuming and promoting their own brand responsibility. This literature review is based on journal articles, book chapters, and conference papers from the Web of Science (WOS) database and Google Scholar. Through an in-depth analysis of the existing literature, this paper provides an overview of the research topic, the sustainable merchandising of apparel, from a merchandising perspective and discusses the shortcomings of existing merchandising strategies. The findings reveal that there are drawbacks to the current apparel merchandising strategies such as low feasibility, ignoring the driving power of the market, weak consumer awareness, consumer culture, and lack of government intervention and support. This has resulted in the slow development of clothing brands in the sustainable merchandising market. The results of this study provide direction for the development of future sustainable merchandising strategies. It guides policymakers and practitioners to develop relevant strategies for sustainable merchandising in order to provide better market space for sustainable merchandising of apparel.
Mobile phone technology is thought to have developed in huge demand in the next few years, it exists. 5 G and related techniques, better data transmission rates, improved productivity, low latency, ...and high-quality services such as a number of major goals, can be solved. To analyze the cultural characteristics of the performance, explaining the characteristics of thinking of positioning principles and modern clothing brand. From the perspective of expressionism and print advertising, literary support, case studies and image analysis, Self-Organizing Map (SOM) network training analysis, summarizing the relationship with the method of painting, the influence of expressionism Conceptual picture summaries, modes, compositions and colors are represented in recent international clothing brand print advertisements. Evaluated and suitable for communication methods such as discontinuous carrier aggregation, centralized processing, and 5 G waveform coexistence Field Programmable Gate Array (FPGA) baseband processing architecture. Cost-effectiveness, and support for5G waveform candidates. Design details, key technologies, and how to actually implement a smart clothing system. A typical application for smart clothing. It still highlights some design challenges and open issues that need to be addressed to make smart clothes for a wide range of applications.
After analyzing the organizational structure and communication of three original Chinese fashion clothing brands, researchers argue that collaborative design is useful for achieving a common goal, ...communicating, and sharing information among consumers and stakeholders from the brand. Researchers summarized the design process in three structure models as balanced group structure, unified group structure, and radial group structure. Based on the unified group structure, two experimental projects are adopted to examine how to keep communication working effectively in the brands' organizational structure. The results and feedback from the two experimental projects show that collaborative design improved the quality of design service. The study proposes a communicating structure model and interacting with the consumer and group members (stakeholders) that contribute to the achievement of modular design and collaborative design system setup. The limitation of the study is that it has not covered all stakeholders of brands' organizational structures and the model needs to be enhanced.
In this paper, we proposed a new clothing brand prediction method which is rooted on a dense-block based deep convolutional neural network for brand logo detection and recognition. To learn ...convolutional neural networks deeper and more accurately, we adopted dense blocks into deep convolutional neural networks to make connections between layers shorter. In this work, we propose several dense-block based designs to improve clothing brand logo detection and recognition accuracies. We also constructed a new large-scale clothing brand and price (CBP) dataset and its subset, called clothing brand logo (CBL) dataset with the brand attribute and logo information to carry out this task. To lower proposed framework complexity, two pixel search steps for the bounding box movement are implemented in the training procedure. In the experiment, we show our search reduced model can outperform several state-of-the-art methods and attain good performance.
In this work, we presented a novel clothing brand logo prediction method which is rooted on a dense-block based deep convolutional neural network for brand logo detection and recognition. To learn ...convolutional neural networks deeper and more accurately, we adopted dense blocks into deep convolutional networks to make connections between layers shorter. In our work, we propose several dense-block structure designs to improve detection and recognition accuracy on clothing brand logos. We also built a new large-scale clothing brand logo (CBL) dataset with the brand attribute and logo information to facilitate this task. To reduce complexity for the proposed framework, two pixel search steps for the bounding movement are implemented in the training procedure. In the experiment, we demonstrate our search reduced model can outperform some state-of-the-art methods and achieve very good results.
In this paper, the retail business theory and clothing retail theory are combined to think and analyze the sales efficiency from the perspective of different types of stores, and to find out the ...promotion factors suitable for the sale of the case brand. The introduction of Data Envelopment Analysis (DEA) to measure the comprehensive efficiency of input-output has a certain reference value for the management of the business of shops. And the internal and external investigation of the management factors, are helpful to the promotion of targeted promotion and to distinguish the operating efficiency of the terminal.
Through study on clothing brand, this paper proposes monopoly management theory in brand communications and construction of innovative ideas. Using some successful cases, it also analyzes the route ...of transmission of clothing brand and marketing strategies. Besides, by analyzing the transition from wholesale to retail of monopoly management in clothing market and the transition of the internal management in clothing brand stores, it finally studies the innovative ideas of clothing brand communications, which has important research values.
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