A Review of the Research on the E-Commerce Transformation of the Peacebird Brand in China’s Traditional Women’s Fashion Industry

Abstract

With the rapid development of global e-commerce, traditional women's clothing brands are encountering unprecedented challenges and opportunities in the process of digital transformation. In recent years, research on the e-commerce transformation of traditional women's wear brands has been increasing, covering multiple dimensions such as consumer behavior, digital marketing, and technological integration. This paper conducts a systematic literature review to comprehensively evaluate the theoretical foundations, research themes, and key methodologies in this field, with a particular focus on the transformation practices and experiences of traditional Chinese women's wear brands on e-commerce platforms. The study finds that rapidly changing consumer demands, the adoption of innovative marketing strategies, and the deep integration of information technologies have become central topics of current research. Meanwhile, areas such as brand differentiation strategies, user experience optimization, and digital upgrading of supply chains still offer significant room for further exploration. By reviewing and analyzing existing literature, this paper not only deepens the understanding of the current state of research on the e-commerce transformation of traditional women's clothing brands but also identifies key issues in future research and practical applications. The findings provide systematic theoretical support for the academic community and offer strategic recommendations for the practical transformation of traditional women's wear brands, contributing to the sustainable development and innovative upgrading of the industry.