Communication, Operation Logic, and Marketing of Fast Fashion Brands in China in the New Media Era: Take Urban Revivo as an Example

Abstract

With the development of China's market economy and foreign trade. Some overseas fast fashion brands, such as ZARA and Uniqlo, have entered the Chinese market. Through the communication logic and marketing plan of local fast fashion brands in China in the new media era, the key elements of coping strategy and channel expansion of fast fashion brands in the competition, the general laws of their communication operation logic, brand positioning, and cultural construction in the development, as well as the basic logic of how fast fashion brands innovate products and successfully transform and determine the brand image. On the basis of these conclusions, more optimized communication suggestions and brand positioning were put forward. Based on the combination of questionnaire survey data and in-depth interviews with Urban Revivo (UR) as an example, a comprehensive analysis of UR's fast fashion culture and communication logic was obtained, and the logic had certain generality. Research shows that UR can stand out among many local fast fashion brands, but UR still lacks in brand marketing, innovation and communication logic.