A study of modular sustainable clothing marketing strategies

Abstract

This paper studies a new digital marketing strategy for modular sustainable fashion brands using the literature review method. Unlike other sustainable fashion brands’ marketing, this work explores family customers as research samples instead of individual consumers. Based on discussing the concept and market potential, the paper proposes a marketing strategy for the product. The brand positioning is high sustainability and high DIY; the target group is young or middle-aged family customers with high income, high education, and living in developed countries; the price strategy it used is second-degree price discrimination and cost-based pricing. Developing sustainable workshops, cooperative retail, and pop-up stores as offline marketing, as well as focusing on interactive online websites, building community through social media, and collaborating with influencers in online marketing. From product design innovation to a new marketing strategy, this study will bring special perspectives and ideas to the marketing of sustainable clothing brands.