服飾品牌的話題性行銷

Abstract

景氣好時，行銷操作得宜，肯定能讓品牌紅到發紫；景氣差時，更要靠話題行銷，以小搏大，激出最大效益！百貨零售服裝代理商滿心企業以高檔男裝休閒品牌稱霸業界長達30年，因應流行女裝品牌風起雲湧潮流，在切入流行女裝品牌之際，引進新聞性話題行銷手法，主導媒體大量曝光以有效提升品牌知名度、刺激業績。 本論文以代理知名男裝起家的上櫃公司滿心企業為研究對象，在競爭激烈的服裝產業紅海中，為了積極擴張流行女裝版圖，如何從新聞性話題行銷、廣告操作等全方位的行銷活動整合，來進行創新行銷策略的探究和分析。研究中以三個品牌和特賣會等四個個案之行銷策略分析，來進行相關創新行銷之規劃、執行及成果探討。個案中的創新行銷策略具有媒體人特有的新聞切入角度特色，緊抓市場流行脈動，所策動引發的媒體效應，以及具體體現的成果刺激實際業績數據。 研究結論顯示，滿心企業需繼續運用其在日方知名商社和主流百貨公司之合作優勢，共創可能之商機；以及持續嘗試並整合創新行銷操作手法，順應平價風蔓延風潮，走M型化消費鞏固既有客層、擴展新客源，並強化流行女裝品牌人才之培訓茁壯。

In the highly competitive clothing industry, companies who can create the most strategic brand marketing can increase their sales revenues by using effective tools such as story marketing. One such example is Munsin, a traditional clothing corporation that has dominated the market for over 30 years. In the past, Munsin was well known for their high end Men’s clothing, but with the emergence of various female fashion trends, this company has been able to boost sales revenues of clothing for both genders by creating massive media exposure through story marketing.

This thesis will be exploring how Munsin has successfully entered into the popular female clothing market and how it is able to integrate innovative story and media strategies in marketing. This study will analyze effective marketing planning, execution, and feedback from four of Munsin’s clothing brands. In addition, sales cases will be referenced to show the effectiveness of unique marketing strategies such as matching market fads to produce the feedback of high sales achievement rates. The conclusion of this study is that Munsin must continue to integrate innovative marketing strategies in branding their clothes and to maximize any opportunities in well-known department stores as offering the latest in Japanese fashion. Therefore, Munsin can consolidate their target customers, educate consumers about affordable female fashion brands, and to achieve M-shaped consumption of its brand.