Purpose

The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.

Design/methodology/approach

First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.

Findings

When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.

Originality/value

The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

中文翻译：

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探讨内容营销策略对时尚二手市场扩张的影响：理论预测研究

目的

本研究的目的是进行理论预测研究，探讨不同内容营销策略在拓展时尚品牌二手市场方面的有效性，并在实践中比较这些策略所涉及的成本和风险。

设计/方法论/途径

首先采用专家访谈法提炼出时尚二手市场的内容营销策略。然后，建立一个能够识别各种时尚品牌形象的描述空间。然后，通过主观评估程序获得专家对内容营销策略与时尚品牌形象维度之间关系的看法。采用模糊逻辑方法对语义评价数据进行量化和分析。

发现

时尚品牌拓展二手市场时，不仅需要注重提高产品的个性化差异化，更要优先考虑产品和服务的质量以及整体的客户体验。探索“社会影响力策略”将成为未来时尚品牌发展的重要方向。

原创性/价值

本文采用的研究方法具有显着的新颖性。这项研究引入了一种利用模糊逻辑的开创性理论预测方法，标志着在研究背景下对这一新兴且迷人的​​维度的首次探索。同时，研究还提供了拓展时尚二手市场的内容营销策略的比较结果，为市场拓展提供指导。