In recent years, the rapid development of the digital economy has driven the digital transformation of various industries, providing unprecedented opportunities and challenges for marketing innovation in the clothing industry. The application of digital technology in corporate marketing enhances competitiveness, expands market opportunities, and optimizes customer service, thus offering companies the potential to gain a competitive edge in a highly competitive market environment. This paper systematically analyzes the directions of marketing innovation in the clothing industry under the digital economy and proposes specific innovation paths. It aims to provide strategic recommendations to help companies respond to digital transformation and achieve sustainable development. This study further explores how the digital economy facilitates the adoption of new marketing methods in the clothing industry and how these methods can create differentiated advantages in a global and highly competitive market. The deep integration of the digital economy has introduced new tools and applications on the technical level and provided new perspectives and methodologies for companies on the organizational management and strategic levels. The purpose of this research is to help clothing companies comprehensively understand the opportunities for innovation amid the digital wave, actively address challenges, reshape the industry landscape, and achieve sustainable growth in market share and brand value. Through an in-depth exploration of the application of digital tools, omnichannel marketing integration, consumer experience optimization, and organizational structure transformation, this paper proposes a series of practical strategies to help clothing companies maintain a leading position in the digital economy era.

Yuling Song. Research on the Directions and Paths of Marketing Innovation in the Clothing Industry under the Background of the Digital Economy. Academic Journal of Business & Management (2024) Vol. 6, Issue 11: 200-207. https://doi.org/10.25236/AJBM.2024.061129.

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