Digital Transformation of the Clothing Industry: Online and Offline Integrated Development

DOI

10.2991/978-94-6239-801-6_124How to use a DOI?

Keywords

Integration of Online and Offline; Garment Industry; Digital Transformation of Garment Industry

Abstract

With the continuous development of the Internet, the popular trend of e-commerce shopping has increased, and the single offline and single real economy of clothing has been hit hard. This issue has received widespread attention from many people. However, how to promote the harmonious development of online and offline has been hindered by different contradictions, and the solutions have achieved initial results, but there are still shortcomings. The integrated development mode of online and offline needs to be further reformed. This paper deeply analyzes the background of the integrated development of its online and offline clothing industry, the necessity of cooperation between the two, and the problems existing in the integrated development between the two, and analyzes the contradictions of its price, target, distribution, and so on. Based on this, this paper puts forward the following suggestions: first, establish an open and transparent dynamic pricing strategy online and offline. Second, online and offline consumer portraits were accurately positioned to optimize the supply chain. Third, online and offline social media interaction, clothing brand co-branding, and celebrity endorsement were expanded. Fourth, implement the new integrated O2O mode online and offline.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuqing Zeng
PY  - 2026
DA  - 2026/10/23
TI  - Digital Transformation of the Clothing Industry: Online and Offline Integrated Development
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1195
EP  - 1203
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_124
DO  - 10.2991/978-94-6239-801-6_124
ID  - Zeng2026
ER  -