基于抖音平台的设计师服装品牌营销探析  

Analysis of designer clothing brand marketing based on the platform of TikTok

作　　者：赵雪 Zhao Xue(Fujian Normal University,Fuzhou 350000,China)

机构地区：[1]福建师范大学,福建福州350000

出　　处：《纺织报告》2022年第11期54-56,共3页

摘　　要：如今,服装设计师构建自主品牌已经成为大势所趋,新兴媒体的普及为设计师服装品牌的发展带来了新的机遇,“小众品牌”“设计师款”成为网络购物搜索的热门词汇。尽管设计师服装品牌深受一些年轻群体的青睐,但在疫情冲击的全民网络化时代下,其发展也面临诸多困难。文章以抖音平台设计师服装品牌的发展状况与存在的问题为切入点,借鉴一些服装品牌的成功案例,提出包括优质短视频输出、融入内容生态圈以增加曝光率、与知名品牌合作、针对平台特性制定营销方案等建议,对已入驻抖音平台的设计师服装品牌的发展具有现实意义。Nowadays, it has become a general trend for clothing designers to build their own brands, the popularity of emerging media has brought new opportunities for the development of clothing designer brands, and “niche brands” and “designer’s style” have become popular words in online shopping search. Although designer clothing brands are favored by some young groups, their development is also facing many difficulties in the era of nationwide networking under the impact of the epidemic. This paper takes the development status and existing problems of designer clothing brands on the platform of TikTok as the breakthrough point, draws on some successful cases of clothing brands, and puts forward suggestions,including high-quality short video output, integration into the content ecosystem to improve exposure, cooperation with well-known brands, and making marketing plans based on the characteristics of the platform, which has practical significance for the development of designer clothing brands that have settled on the platform.

关 键 词：设计师服装品牌 抖音直播 营销策略 

分 类 号：J523.5[艺术—艺术设计]