Fashion marketing learns marketing theory in the context of the fashion industry, understands the market and consumer needs, and integrates marketing communications, including social marketing and digital marketing, as well as business strategies.

In the learning process, I tried to analyze the cases of various brands. There are basically two categories, one is to discover and solve problems in the development of the brand, and the other is to formulate future development strategies in combination with marketing, sales, target customers, communication, advertising, and so on.

In the second semester of the project, I chose Uma Wang as the brand I want to analyze. With the rapid growth of domestic brands, major foreign brands are paying more and more attention to the Chinese market. I think this domestic independent designer brand has a deep influence and investigative nature for the fashion industry. My main purpose is to study the basic information of the brand, grasp the basic positioning of the brand in the market, and analyze the market macroscopically.