Abstract: Since the introduction of the new retail concept, the apparel market has been redefined in both theory and practice. In the second half of today’s global e-commerce development, the Chinese apparel industry has also completed the transition from the sellers’ market to the buyer’s market. Due to limited product categories and historical reasons, the Chinese silk brands are in a backward state in the apparel industry, showing a single product, insufficient branding, and lack of sustainable development space.

Compares with the development of other categories in the apparel industry, the paper focuses on three aspects, that is, product, cultural connotation, and promotion, to illustrate the innovation of silk brands under the new retail, and summarizes the important elements of product development. Driven by the new retail innovation model, the paper explores the transformation and upgrading of product development of the silk brands based on the new retail layout of enterprises at this stage.

Key words: apparel industry; new retail; silk brands; product development; marketing model