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.

1 INTRODUCTION

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,

2019).

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

https://orcid.org/0000-0001-5977-3882

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

621

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).

2 LITERATURE REVIEW

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.

3 METHOD

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 RESULT

4.1 Overview of the Fast Fashion

Clothing Industry

4.1.1 The Emergence of the Concept of Fast

Fashion

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.

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4.1.2 Characteristics of Fast Fashion

Clothing

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

expectations.

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

h&m.

Uniqlo ZARA H&M

Have a clear

plan to build a

clothing

technology

company,

Wechat small

program, scan

code

The company is

adding AR

experience

technology to its

nearly 140 stores

Internal research

and development,

Internet platform,

AR technology,

pipeline

construction, APP

Work with

external partners

such as

Accenture,

Google, and

logistics

companies

Cooperated with

Tmall platform to

create the first

new retail store

External

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

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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 DISCUSSION: THE

APPLICATION OF BIG DATA

IN DIGITAL MARKETING OF

FAST FASHION CLOTHING

BRANDS

5.1 Big Data Brings Precision Digital

Marketing

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

Marketing

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.

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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

625

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.

6 CONCLUSIONS

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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