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近年来,整合营销传播的重要性越来越被服装行业所熟知。除了传统媒体之外,越来越多的服装品牌开始采取新媒体和线上线下的手段进行整合营销传播,并取得了一定成效。本文对世界顶级奢侈品牌Versace与平价快时尚品牌H&M合作的限量设计师系列——“Versace for H&M”系列的2011年整合营销传播策略进行分析,研究整合营销传播理论在其系列产品的上市过程中的运用。
In recent years, the importance of integrated marketing communication is more and more familiar to the apparel industry. In addition to traditional media, more and more clothing brands began to adopt new media and online and offline means for integrated marketing communications, and achieved some success. This article analyzes the 2011 integrated marketing communication strategy of “Versace for H & M” series, the world’s top luxury brand Versace and H & M limited edition fashion brand H & M, and studies the listing of integrated marketing communication theory in its series of products The process of application.