Research on the Marketing Strategy of Fashion Brands Under the Background of Sustainable Consumption Mode in China – Taking Prada as an Example

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Title: Research on the Marketing Strategy of Fashion Brands Under the Background of Sustainable Consumption Mode in China – Taking Prada as an Example
Author: Miss Yang KeYang
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: ปริญญาโท (Master’s Degree)
Major: Master of Business Administration
Faculty: International Business Management
Academic year: 2566 (2023)
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Published:

Proceedings
PDF
The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021

Abstract

     In the context of sustainable consumption, luxury consumption is often seen as a manifestation of extravagance, waste, and materialistic values, becoming the opposite of sustainable consumption. The resulting opposition to luxury goods has had a significant impact on the global luxury goods industry. The marketing model of luxury goods centered around enterprises is clearly inadequate for the current consumer market. With the transformation of consumer psychology and behavior in the context of sustainable consumption patterns, the marketing strategies of luxury brands in the field of sustainable consumption need to be further optimized and improved. This article takes luxury brand PRADA as an example, combined with PRADA’s current sustainable marketing strategy, to analyze and study Chinese consumers’ attitudes towards sustainable consumption and feedback on PRADA’s current sustainable marketing strategy. The objectives of this study were: 1). To investigate consumer attitudes towards sustainable consumption, 2). To analyze the problems in the current PRADA sustainable marketing strategy, 3). To propose optimization plans for PRADA’s sustainable marketing strategy.

     In the research process of this article, the data sources were mainly obtained through survey questionnaires. The reliability, validity, and correlation of the survey data were analyzed using quantitative research methods and SPSS software. Based on the research and analysis of survey data, this article finds the following conclusions: 1). Currently, consumers have a positive attitude towards sustainable consumption, but their action ability is poor. 2). PRADA’s current marketing strategy still has a single product structure, unreasonable pricing system, scattered channels, lack of innovation in the promotion process, insufficient understanding of the brand’s sustainable concept by service personnel in the store, weak reflection of sustainable concept in tangible display and promotion, lack of interaction in the service process, and a series of issues that need to be further adjusted to improve after-sales service. 3). Based on the above research, using the 7Ps theory, corresponding optimization strategies are proposed for PRADA’s sustainable marketing strategy from seven aspects: product, price, channel, promotion, personnel, tangible display, and service process strategy. These strategies include enriching sustainable series products, optimizing product combination pricing strategies, integrating direct and offline sales channels, and innovating promotion methods, optimize personnel recruitment and training mechanisms, strengthen sustainable visual marketing in stores, and optimize the service process from pre-sales to after-sales… a series of targeted and specific measures. The above research aims to provide assistance for the development of PRADA in the field of sustainability.

Keywords: marketing strategy, the marketing theory of 7Ps, quantitative study


Research on the Marketing Strategy of Fashion Brands Under the Background of Sustainable Consumption Mode in China – Taking Prada as an Example

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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