Research on the Current Situation and Strategies of Independent Designer Brand Marketing

Abstract

Independent designer brands are a large part of the market, and there is few analysis and research on their marketing strategies. It is necessary to analyze the successful brands in different marketing positions as models and evaluate the problems of their strategies for other new designer brands to consider further promotion, helping them avoid predictable failures and make appropriate choices. The author considers existing issues from the perspective of designer brand operators and provides some suggestions for the future development of independent designer brands. The paper reviewed some literature about designer brands from the past years and used the 4P model to analyze two typical independent designer brands, Alexanderwang and Ami Paris. The author indicated some problems with the marketing strategies of these brands, including the strong binding between designers and brands, the excessive online commercial, and unreasonable pricing, and analyzed the causes. This paper provided the methods of finding brand spokespersons and creating virtual characters for promotion as solutions for diluting designers bonding with brands. According to the article, Co-branding is a way to lower production costs and increase the popularity of independent designer brands.