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Academic Journal of Business & Management, 2024, 6(10); doi: 10.25236/AJBM.2024.061011.

Research on the Construction of Fashion Brand Image and Market Strategy under the Background of Digital Transformation

Author(s)

Wanqi Zhang

Corresponding Author:
Wanqi Zhang
Affiliation(s)

Sungkyunkwan University, Seoul, 03063, South Korea

Abstract

With the acceleration of digital transformation, fashion brands are facing new challenges and opportunities. This article explores how fashion brands can effectively build their brand image and develop market strategies in the context of digitalization. The article first analyzes the impact of digitization on consumer behavior and brand communication methods, emphasizing the importance of personalization and real-time interaction. This article studies the implementation of multi-channel marketing strategies and points out that integrating online and offline resources can enhance consumer experience and brand loyalty. This article discusses the key roles of continuous innovation and feedback mechanisms in brand development. Through a comprehensive analysis of these factors, this article provides practical guidance and theoretical support for the success of fashion brands in the digital age.

Keywords

digital transformation, fashion brands, brand image, market strategy

Cite This Paper

Wanqi Zhang. Research on the Construction of Fashion Brand Image and Market Strategy under the Background of Digital Transformation. Academic Journal of Business & Management (2024) Vol. 6, Issue 10: 65-70. https://doi.org/10.25236/AJBM.2024.061011.

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