Research on Digital Marketing Strategy of Fast Fashion Clothing
Brand based on Big Data
Hantong Li
Winchester School of Art, University of Southampton, Winchester SO23 8DL, U.K.
Keywords: Big Data, Fast Fashion, Clothing, Digital Marketing, Marketing Strategy.
Abstract: China has become a new growth point for fast fashion brands in recent years. Although the overall economic
growth is slowing down, fast fashion brands are still favored by consumers in China. At the same time, with
the development of big data and other information technology, fast fashion clothing brands are also constantly
expanding their marketing channels and enriching their marketing methods. With the advent of big data and
the digital era, fast fashion clothing brands face new opportunities and challenges. Big data and digital
channels have been widely used in marketing to help companies increase sales and market share. Based on
the development of big data, this paper tries to analyze the new digital marketing strategies of fast fashion
clothing brands based on the development of big data. Therefore, based on previous literature studies, this
paper will use STP and 4P, and other marketing theories to analyze whether and how to innovate digital
marketing strategies of fast fashion clothing brands in the era of big data. The research hopes to provide
enlightenment for fast fashion clothing brands to find new digital marketing strategies further to promote the
sales growth of fast fashion clothing brands.
Fast fashion brands still have great potential in China,
despite the country's slowing economic growth. Fast
fashion is characterized by "fast, ruthless and
accurate". Fast fashion always follows the season's
trend, with new products arriving at the store quickly
and the window display changing a frequency is
exceptionally high (Liu, Li, 2019). For example,
ZARA's products only take three weeks on average
from design, trial, production to sales, and the fastest
case is one week. 2019-2020 is a challenging period
for the clothing industry, with many fast fashion
brands nearly going bankrupt and the performance of
Uniqlo, ZARA, and H&M (Silva, Hassani, Madsen,
The three giants of the fast fashion industry all
suffered impacts to varying degrees; the overall score
of fast fashion brands has improved compared with
2018 (see Figure 1). This is primarily due to the era
of big data and information technology. Fast fashion
brands improve consumer experience by creating
digital consumption patterns with technology. In
2019, all the major fast fashion brands had more or
less laid out their layout in digital transformation
(Muniesa, Giménez, 2020, Mariani, Wamba, 2020).
Figure 1: Comparison of iPower fast fashion brand ratings
in 2018 and 2019.
Big Data can mine, collect, and analyze massive
data with unique technical advantages. Suppose a
mere hodgepodge of data does not show any
commercial value. In that case, the commercial value
of data is infinite when it can be mined and analyzed
to show specific trends or preferences. For more
sensitive data and alerts, fast fashion brand giant
Li, H.
Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data.
DOI: 10.5220/0011195900003440
In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 621-627
ISBN: 978-989-758-593-7
2022 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
Uniqlo, ZARA, and H&M are realized with The
Times' progress and technology upgrading. Based on
the importance of big data for digital marketing,
under the economic winter, still can obtain consumer
experience to upgrade, Scored higher than in
2018(Yang, Wang, 2018, Thomassey, Zeng, 2018).
Most academic studies have carried out theoretical
studies on the classification and constituent elements
of the operation mode of fast fashion clothing brands
and conducted research and analysis on the
development status of the operation mode of fast
fashion clothing brands (Bertola 2021). However,
there is no consensus on the definition of the digital
marketing operation model in the existing literature.
Many studies confuse the operation model with the
business model, lacking conceptual division (Wang
2020). In addition, the analysis of the elements of
digital marketing operation mode focuses on cross-
border logistics, profit model, and customer
operation. Still, it seldom mentions platform
selection, product management, and marketing
means. Therefore, this paper will study the digital
marketing operation mode from the critical elements
of platform selection, product selection, and
management, marketing means.
Secondly, most scholars who study the operation
mode of fast fashion clothing brands focus on the
localized operation of international fast-fashion
clothing brands, such as ZARA (Rey-García, Otero,
Mato-Santiso, 2018, Madsen, Silva, Hassani, 2020).
But domestic also has numerous fast fashion brands
actively seeking overseas development paths.
However, it does have certain popularity in the
international market is still less. There exist some
problems in the digital marketing operation, at
present lack of overseas Chinese fast fashion clothing
brand development and operations research, the lack
of a more direct and effective experience for
reference. Therefore, this paper will take Chinese fast
fashion clothing brands as an analysis case and
conduct a detailed analysis of their digital marketing
operation mode to provide experience for developing
other Fast fashion clothing brands in China.
The main research methods adopted in this paper are
literature research and case analysis.
3.1 Literature Research
By referring to and sorting out literature materials of
domestic and foreign scholars on academic websites
and Internet platforms, we can understand the current
research status of Chinese and foreign scholars in the
field of fast fashion clothing. At the same time, we
can also browse industry research reports prepared by
some well-known institutions to provide directional
guidance and theoretical support for the writing of
this paper.
3.2 Case Analysis
This paper adopts the case analysis method and takes
fast fashion clothing brands as an example to analyze
its advanced digital marketing operation mode.
Through providing experience reference and
optimization suggestions for the global layout of
other Chinese fast fashion clothing enterprises.
3.3 Interdisciplinary Research
The research of this paper involves the theoretical
results of cross-disciplines such as clothing
consumption culture and fashion communication,
which requires interdisciplinary understanding and
research on the research objects and related factors.
4.1 Overview of the Fast Fashion
Clothing Industry
4.1.1 The Emergence of the Concept of Fast
The concept of "fast fashion" originated from Europe
in the last century. Europe has always had fashion
capture power in fashion design as the birthplace and
home ground of fashion clothing. Fast fashion is a
quick response to fashion shows (Amatulli, De
Angelis, Sestino, Guido 2021). As the clothing design
and terminal sales are increasingly close, from the
end of the last century to the beginning of the century,
"fast fashion" has become fashionable clothing
enterprises to show fashion design and research of the
consumer market demand a quick response. Through
close to the fashionable element, soft consumer
demand and innovation, made fashion clothing, with
the prices in the more into the retail stores. This sales
model targets mainstream consumers.
BDEDM 2022 - The International Conference on Big Data Economy and Digital Management
4.1.2 Characteristics of Fast Fashion
The garment industry is different from the ordinary
consumer goods market, and the garment industry has
a strong cyclical and seasonal. Many excellent
clothing manufacturers have been inspired by fashion
designers' design and production of clothing to attract
consumers for a long time. The success of fast fashion
clothing is not completely from the designer. More is
from wide consumers (Cavlak, Cop, 2021). Fast
mining market demand through big data.
Under the situation of fierce competition in the
whole garment industry, fast fashion clothing can
maintain its market share and grow steadily, which is
inseparable from its business model: In addition to
the rapid response business model led by it, which
reduces or eliminates the dependence on the forecast
through the common plan and rapid exchange of
information between supply chain participants, it also
relies on the new retail operation model, where online
and offline joint operation occupies the clothing
consumption market.
4.1.3 The Market Development of Fast
Fashion Clothing
Looking at the current fast-fashion clothing brands,
most of them understand the market demand through
the obtained consumer information and follow the
market with the fastest demand response. This
reverse integration strategy from consumers to
retailers and manufacturers has become the fastest
way to respond to market trends (Provost, Fawcett,
2013). Through the good coordination of supply
chain management mode, fast fashion clothing brands
maintain good growth in the clothing market. As the
big data accurate portraits, this paper finds that young
white-collar workers become fast clothing retail
purchase main force, their performance for self-
personality, fashion elements of the fusion of the
demand is higher. The new retail purchase mode and
the collaborative supply mode of fast production and
sales make the sales and net profit exceed
4.2 Overview of Fast Fashion Clothing
Brand Digital Marketing Strategy
The development of the Internet, driving the
explosive growth of data, completely changed the
traditional marketing strategy. In order to lead the
fashion trend under the tide of information
technology, fast fashion giants are the forerunner to
capture the new trend of the market and the engine to
promote digital market marketing. In a broad sense,
digital marketing is the expansion of marketing
channels. It is based on the Internet and uses massive
data through digital multimedia channels to achieve
accurate marketing and achieve quantifiable
marketing effects. In the past two years, fast fashion
giants have increased their investment in digital
technology research and development and the
promotion of digital marketing. As figure 2 shows,
Uniqlo, ZARA, and H&M are all doing this (Luo &
Sima 2020).
Table 1: Digital marketing strategies for uniqlo, zara, and
Uniqlo ZARA H&M
Have a clear
plan to build a
Wechat small
program, scan
The company is
adding AR
technology to its
nearly 140 stores
Internal research
and development,
Internet platform,
AR technology,
construction, APP
Work with
external partners
such as
Google, and
Cooperated with
Tmall platform to
create the first
new retail store
investment, Tmall
platform, Xianyu
platform, other
digital systems
Based on Table 1, the current digital marketing
strategies of fast fashion clothing brands mainly focus
on internal technology research and development and
the establishment of its official brand website;
Develop mobile apps at the same time. In addition, as
WeChat is also an indispensable marketing channel
at present, creating their own WeChat mini program
is also one of the digital marketing means, such as
Uniqlo. At the same time as developing a mobile APP
and WeChat mini-program, offline scan code
marketing can also be matched. To achieve a full
range of digital marketing purposes. Second,
cooperate with external platforms to broaden
marketing channels. Cooperation channels include
Tmall, JINGdong mall, and other domestic e-
commerce giants. In addition, innovative marketing
ideas and strategies emerge one after another, such as
H&M's cooperation with Xianyu Platform and
recycling of used clothes, which can help consumers
empty their wardrobes and stimulate their desire to
buy again. The first new retail store opened through
the cooperation between ZARA and Tmall combines
traditional stores with modern technology to provide
Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data
consumers with a new consumption experience and
realize consumption upgrading. Digital marketing
provides technical support for the transformation
layout of fast fashion. Driven by emerging
technologies, fast fashion enterprises are no longer
simple garment manufacturers but technology-based
companies integrating technology and production.
For example, the founder of Uniqlo has positioned
himself as a technology company.
5.1 Big Data Brings Precision Digital
According to the famous STP theory, an enterprise
conducts marketing in three steps: first, market
Segmentation; Secondly, Targeting is Targeting,
which means that an enterprise chooses its main
customer groups according to its advantages based on
market segmentation. Third, Positioning in the target
market, also known as product-market positioning,
the ultimate goal is to leave a deep impression on
customers and make users loyal to the product. The
three steps of marketing in STP theory are interlinked
and progressive. Accurate market segmentation is the
premise and basis for subsequent target market
selection. When the target market is selected
successfully, how to carry out accurate marketing to
obtain the product recognition of end-users and
attract and retain loyal users is another problem that
fast fashion clothing enterprises face.
Big data uses its technical advantages to realize
the mining and analysis of massive data, which can
more accurately show the situation of market
segments. For fast fashion clothing brands, big data
can be used to understand and master the frequency
of consumers' shopping in a certain period. The
higher the frequency of customers' buying, the more
loyal they are to the brand and the more likely they
will reach new deals with enterprises in the future. In
addition, big data can accurately understand
consumers' purchase amount and put consumers into
different dimensions according to their purchase
frequency and amount. The basic information of the
record in the big data network consumers,
consumption habits and even hobbies, so by big data
can be in the Internet, mobile phone APP, an electric
business platform for the target customers, targeted
advertising, implementation of the differences
between "peer-to-peer" marketing, in order to
improve the efficiency and success rate of digital
advertising and marketing (Heo, Lee, 2019).
5.2 Big Data Brings Integrated Digital
According to the 4P theory, integrated marketing has
four core elements: first, Product, as the first element
of the marketing mix, means that any Product that
consumers demand will be a Product with market
potential, and enterprises should develop products to
meet the needs of consumers; The second is Price.
Different price strategies should be formulated
according to the enterprise's market positioning and
consumer demand. The product Price strategy should
conform to the brand strategy of the company. The
third is the channel (Place), from production to sales
to final consumers. While selling through their
networks, enterprises should also expand other
channels. The fourth is Promotion. Enterprises attract
and stimulate consumers' purchasing behavior
through different promotional activities. According
to the 4P integrated marketing theory, enterprises
should not develop marketing strategies for a certain
aspect of the product in isolation. Still, they should
integrate the core elements and comprehensively
develop the optimal strategy.
Big data can better realize the integration of the
four core elements of the 4P theory. For fast fashion
clothing brands, with the help of big data, precise
positioning of products can be realized, and the
fashion trends of consumers can be understood
through data analysis results. Then the needs of
consumers can be understood. Secondly, the results
of big data analysis show consumers' price
preferences. Enterprises formulate price strategies
according to consumers' price affordability and
preferences. Thirdly, for channels, big data can also
find the best channel through the analysis results of
data presentation and clearly understand the
advantages and disadvantages of each channel and
the sales growth that can bring to the enterprise.
Finally, big data can provide support for promotional
activities and timing. The core of 4P marketing theory
is that no single element exists in isolation. Fast
fashion clothing brands can develop multiple
marketing mix models based on big data analysis,
including product, pricing, distribution, and
promotion. When any of the four elements changes,
other elements will also change accordingly.
BDEDM 2022 - The International Conference on Big Data Economy and Digital Management
In the digital era, the marketing of fast fashion
clothing brands is not limited to the traditional form
of outdoor advertising but to achieve simultaneous
communication on multiple screens on computers,
mobile phones, and TV. According to the data link,
enterprises can integrate internal resources more
effectively and develop marketing strategies that are
more appropriate to reality. Based on the
aforementioned 4P marketing theory to maintain the
loyalty of existing consumers and fully develop and
attract new customer groups. Uniqlo, a successful
case of integrated marketing with the help of big data,
has analyzed the trend tendency of young customers
born in the 1990s through big data. So it has
developed XKAWS's OXO online and offline
integrated marketing plan of "Reshaping trend
Culture and Talking trend Art". The marketing plan
aims to attract new customers born in the 1990s.
XKAWS series UT was launched through
cooperation with KAWS, which successfully made
the UT series sell well. At the same time, the Uniqlo
brand was rooted in the hearts of young consumers
born in the 1990s.
5.3 Marketing Strategy Optimization
of Fast Fashion Clothing Brands in
the Context of Big Data
5.3.1 Enrich Product Categories and Shape
Product Characteristics
Fast fashion clothing brands need more products and
less quantity in the big data environment. On the one
hand, diversified styles provide consumers with
diversified choices, improve consumers' shopping
experience, make up for the market vacancy brought
by a certain style out of stock, and ensure the normal
operation of the brand. On the other hand, the small
quantity of each product will artificially cause the
scarcity of products, stimulating consumers' desire to
pursue scarce products and relieving consumers'
concerns about "matching clothes", attracting
consumers' desire to buy and meet their personalized
needs. Designers of fast fashion clothing brands walk
worldwide in catwalk shows, fashion brand
conferences, and fashion capitals' streets. They
quickly grasp the fashion trend, collect fashion
elements, capture fashion inspiration, and combine
the opinions of sales departments, production
departments, and consumers to create products that
meet the market demand quickly.
On the basis of taking inspiration, we understand
the real needs of consumers and improve the ability
of imitation. "imitation" is not equal to "plagiarism".
The competition of fast fashion clothing brands is
fierce, product style is very similar, "copying" is a
dead end. Therefore, effective innovation must be
carried out based on imitation. Personalized
customization is an effective way for fast fashion
clothing brands to innovate. Fast fashion clothing
brands can make full use of consumers' interactive
and participatory advantages on network broadcast
platforms, timely tap into consumers' personalized
needs, and enhance user experience through
personalized customization.
5.3.2 Set Prices That Are Friendly and
Satisfy Public Consumption
We should carefully assess target consumers' income
level and consumption ability and formulate
reasonable and stable prices. Consumers of fast
fashion clothing brands have a certain consumption
capacity but are limited. Therefore, based on grasping
consumers' psychological pursuit of high-cost
performance, user-friendly pricing should be adopted
to stimulate consumers' purchasing desire and attract
consumers to buy. Fast fashion clothing brands are
not luxury brands, and their prices should not be too
high. Similarly, fast fashion clothing brands are not
low-end clothing brands, and their prices should not
be too low. At the same time, fast fashion clothing
brands should stabilize market prices and avoid
regular discount promotions. Otherwise, consumers
will buy clothes at a discount, eventually leading to
unsalable products and difficult capital recovery.
Through various measures to reduce costs and
reduce product prices, consumers can choose cost-
effective clothing. First of all, designers should be
given appropriate power to reduce tedious approval
and confirmation procedures and document transfer
time, shorten the design time quickly, improve the
market response speed, and finally reduce the design
cost by saving time. Secondly, outsourcing
production, with the help of professional advantages
and scale advantages of partners, enjoys the cost
advantages brought by the scale effect and reduces
production costs. Finally, reducing the warehouse's
storage time to speed up the inventory update reduces
the inventory cost.
5.3.3 Enrich Promotion Methods and
Enhance Promotion Effectiveness
In the network environment, consumer purchase
channel diversification, consumer choice range is too
wide. Fast fashion clothing brands should use various
promotional means flexibly in the live broadcast.
Regular and irregular red envelopes attract
Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data
consumers to watch the live broadcast. By issuing
coupons, gifts, and other forms, attract, acquire, and
retain fans silk and trigger consumers to buy.
Correctly identify influential opinion leaders who can
promote the brand positively, give full play to opinion
leaders among consumers, and give play to their role
in advertising through correct guidance and
management of opinion leaders.
Advertising is carried out through WeChat,
Douyin, and other channels, and consumers are
attracted to live broadcasting platforms by releasing
links and other forms. In addition, we should actively
play the role of network event marketing and
mobilize the enthusiasm of anchors and consumers by
planning influential and attractive network events.
For example, there have been clothing brands with
the help of "Bai Baihe derailment door incident"
clothing brand publicity, obtained unexpected results.
5.4 Future Development of Fast
Fashion Clothing Brands
From design to sale, fast fashion clothing only takes
half a month, which is 4-6 months shorter than other
traditional clothing. It has become a "myth" in today's
clothing industry. Under the efficient supply chain
management mode, fast fashion clothing brands have
won the existing clothing market. From the
perspective of global apparel production and layout,
large apparel retailers play a leading role in
enhancing rapid response capacity. With the
continuous development of the Internet sales model,
the single traditional online shopping mall sales
model, namely the b2c model, is no longer enough to
meet the existing consumer purchase desire. Fast
fashion clothing brands can expand the
characteristics of "fast" supply chain management,
develop a more popular sales model, bring more
traffic, increase user stickiness. Through the intensive
promotion of social media, we communicate and
share with users at any time in the live broadcast to
improve customer interaction, enhance customer
trust, and create a unique fast fashion clothing brand
just like offline stores.
Fast fashion clothing brands have been leading the
fashion trend, with their fast, ruthless, accurate
development characteristics becoming more popular
among Chinese consumers. But with the decline of
the overall economic development speed, its sales are
also affected by different degrees of impact. In spite
of this, the fast-fashion giants are drawing closer to
the technology-based fast fashion clothing enterprises
under the development tide of Internet technology.
With the help of the technological advantages of big
data and the dark surge of the digital era, they have
increased their own investment in research and
development while cooperating with external e-
commerce giants to continuously develop digital
marketing strategies that serve the characteristics of
their industry under the big data technology, so as to
realize the transformation of enterprises in the new
era and achieve steady growth.
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Research on Digital Marketing Strategy of Fast Fashion Clothing Brand based on Big Data