• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Electronic Journals Library, Crossref, Ulrich's Periodicals Directory, MESLibrary, etc.
    • E-mail: joebm.editor@gmail.com
HOME > Archive > 2022 > Volume 10 Number 4 (Aug. 2022) >
JOEBM 2022 Vol.10(4): 230-235 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.4.703

Marketing Communication Strategy for International Fashion Retail Brands after COVID-19

Hanru Niu

Abstract—This paper mainly studies the impact of COVID-19 on the marketing communication strategies of international fashion retail brands and how to adjust their marketing communication strategies after COVID-19. This study mainly uses secondary literature as research materials. Meanwhile, case studies are conducted to precisely understand the impact of COVID-19 on the marketing communication strategies of international fashion retail brands and their weaknesses. According to the research, we found that the marketing strategy of international fashion retail brands has been unable to match customers' expectations, resulting in inefficient marketing communication. Therefore, we believe that international fashion retail brands should re-evaluate their marketing communication strategies according to the changes in macro and micro market environments. Increase revenue and market share by building e-stores and online social networking platforms to deliver brand value to customers more effectively and attract customers.

Index Terms—Marketing communication strategy, international fashion, Retail brands, COVID-19.

Hanru Niu is with University of Birmingham in Birmingham, England, United Kingdom (e-mail: hanruniu@gmail.com).

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Cite:Hanru Niu, "Marketing Communication Strategy for International Fashion Retail Brands after COVID-19," Journal of Economics, Business and Management vol. 10, no. 4, pp. 230-235, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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