Event marketing for fashion brands

The manufacture and Marketing of garments is one of the most basic and most competitive industries in the world. In modern market economy, the traditional Marketing mode has been unable to meet the needs of consumers, with the increasingly fierce market competition, as living standard rising ceaselessly and lifestyle changing gradually. Faced with the consumers’ diverse and individual needs, Event Marketing as a new Marketing method came to being. After several successful interpretations, more and more Enterprises attach importance to the Event Marketing. With the help of political events, sports, social events, natural events Marketing, it has become a habitual Marketing method in modern Enterprise. In recent years, the clothing Brand Marketing campaign escalates, but conventional Marketing is hard to remain competitive, as the investment yield low. At the same time, the Event Marketing with its integration, dependence, participation, timeliness and other advantages achieve the final victory in the Marketing campaign. Successful Event Marketing can increase the Brand awareness，and the recognition of Brand identity. Event Marketing is not a short-term Marketing hype, and the company needs to pay attention to short- term effect and Brand long-term strategic relationship. But compared with the western mature Enterprise, Event Marketing mode is relatively young in China. It still needs more study, and Enterprise also has large promotion space. More importantly, comparing the difference between western and Chinese markets in my research, Chinese Enterprises can learn the mature Event Marketing theory and successful cases in western Enterprises. At the same time, hope to be able to make more foreign Enterprises can better understand the particularity of the Chinese market, and promote more international trade cooperation.

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