Abstract: With the implementation of the national digital economy strategy, the textile and garment fashion industry began to focus on digitalization and intelligence. Based on the specific requirements of new retailing and digital transformation, this paper analyzes the role of digital technology in the marketing of fashion textiles and apparel. According to the development plan and digital building task of the Zhejiang fashion industry, the paper investigates the current situation of digital marketing of the textile and garment fashion industry in Zhejiang Province. On this basis, the paper proposes a related promotion path of digital marketing, including, digitally transforming the supply chain based on the response speed, building the enterprise’s own data assets for digital operation, building integrated online and offline digital channels with consumers as the center, digital marketing of product and service innovation based on end demand, so as to further promote the deep integration of digital technology and new textile and garment retail.

Key words: digital technology; textile and clothing; fashion industry; new retailing; digital marketing