Abstract: With the implementation of the national digital economy strategy, the textile and garment industry focus on digitalization, networking, and intelligence. Based on the research of new retail, e-commerce live stream and digital marketing transformation of the apparel industry, taking the down garment as an example, the paper analyzes the current consumer demand and the digital marketing transformation of the industry through the analysis of the sales of Tmall down garment hot-selling brands as well as the application of brand digital marketing transformation. On this basis, the paper proposes a digital marketing strategy for down garment brands under the“new retail + live stream”, including building the consumers-oriented omnichannel marketing. Realize precision marketing based on big data analysis. Provide innovative content marketing through e-commerce live stream. Build a flexible supply chain based on the speed of response. And carry out product and service innovation based on terminal consumer demand. In doing so, digital technology and new textile and apparel retail will be further integrated.

Key words: digital economy; new retail; live stream; down garment; digital marketing