The Reasons on the Successful Phenomenon of Niche Brand Commercialization

Abstract

With the development of social and spiritual civilization, people begin to pursue designs that are different from commercial and popular ones, and more niche clothing brands begin to rise with their unique cultural backgrounds and style techniques, and people become more and more tolerant of diversified clothing. Among them, Maison Margiela, as a representative of niche clothing brands, demonstrates its change in brand marketing strategy and visual innovation. The purpose of this study was to research the reasons for the commercial success of niche clothing brands. The essay took Maison Margiela as a research case and analyzed all the information and theoretical knowledge of the brand in recent years, and the final results were as followings: firstly, the design of the brand's products itself affects brand recognition, and it emphasizes the brand's characteristics and innovates visually and technologically. Secondly, brand marketing has an impact on brand recognition and should be emphasized as an innovative strategy to increase exposure and expand brand influence through social media or cooperation with celebrities. Finally, offline marketing is also an important part of the brand, as store design and environment can enhance the brand's impression, attract consumers to learn about the brand, and increase its value.