The Innovation of Clothing Marketing Strategy Integrating Sichuan Yi Ethnic Costume Culture

Yi nationality clothing is the splendid flower of Yi nationality. The Yi costume of Liangshan is a microcosm of the historical development of Liangshan, and also a deep-seated cultural symbol. It is an important carrier for tracing ancestors, storing culture, recounting ancient records and inheriting tradition. It has been called "the living fossil of national art" by many scholars and historians. This paper examines the market strategy of Sichuan Yi nationality clothing market in detail based on the theoretical and practical research. Then work out a set of scientific and effective marketing strategy. This has played a positive role in the healthy development of the minority clothing industry in Sichuan.