The Role of Curatorial Marketing Strategies in Branding and Enhancing Brand Influence: The Case of Fashion Brand Gentle Monster

Yujia Lu

2025

Abstract

With the rapid development of modern business, numerous innovative marketing strategies are used for branding and brand management, so finding suitable and effective marketing strategies to make brands stand out has become an issue of great concern to many companies. And Gentle Monster, as a famous fashion brand, which has become renowned and performed year-on-year brilliant business because of its marketing strategy, has not yet been profoundly researched and studied, especially in terms of the role of this curatorial marketing strategy on branding and brand influence. This study adopts a mixed research methodology, including a detailed analysis of the fashion brand Gentle Monster and a questionnaire survey of 204 consumers, to demonstrate the positive effects of "curatorial marketing" on branding and brand influence. The results of the study show that the curatorial marketing strategy with a very artistic design has a positive effect on enhancing brand impact. In addition, brands (especially fashion brands) can benefit from incorporating more artistic elements into their marketing campaigns for better brand performance. Gentle Monster can provide an excellent case study for fashion brands to learn from, and the findings of the study can also provide insights and inspiration for other industries.

Paper Citation

in Harvard Style

Lu Y. (2025). The Role of Curatorial Marketing Strategies in Branding and Enhancing Brand Influence: The Case of Fashion Brand Gentle Monster. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 610-615. DOI: 10.5220/0013850800004719

in Bibtex Style

@conference{iceml25,
author={Yujia Lu},
title={The Role of Curatorial Marketing Strategies in Branding and Enhancing Brand Influence: The Case of Fashion Brand Gentle Monster},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={610-615},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013850800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Role of Curatorial Marketing Strategies in Branding and Enhancing Brand Influence: The Case of Fashion Brand Gentle Monster
SN - 978-989-758-775-7
AU - Lu Y.
PY - 2025
SP - 610
EP - 615
DO - 10.5220/0013850800004719
PB - SciTePress