直播带货作为疫情影响下许多企业新的出路，各大电商平台都纷纷开通直播形式进行营销，开启了直播带货的新时代。在直播带货中，服装产品是深受消费者喜爱的，通过服装电商的直播带货，服装产品的销售量有了显著提升。但由于近两年直播带货的火热发展和迅速蔓延，服装电商直播营销遭遇瓶颈，出现了一些问题。此论文从直播营销的特点和模式入手，简要概括服装电商直播的营销优势。而后对服装电商直播的现状和存在问题进行分析，了解到目前服装电商直播同质化竞争严重，产品质量参差不齐，服装直播重购率低下等现状，提出在直播中存在内容单调缺少新意，互动转化效果不佳，主播缺乏专业知识等问题，并在分析后结合网红经济提出具有可行性的建议：立足顾客需求，实行差异化营销；加强队伍建设，提升主播专业能力；利用网红经济，强化主播与观众的信任关系。

As a new way out for many enterprises under the influence of the epidemic, major e-commerce platforms have started marketing in the form of live streaming, opening a new era of live streaming. In the live streaming of goods, clothing products are deeply loved by consumers. Through the live streaming of clothing e-commerce, the sales of clothing products have been significantly improved. However, due to the hot development and rapid spread of livestreaming in the past two years, livestreaming marketing of apparel e-commerce has encountered bottlenecks and some problems have appeared.This paper starts with the characteristics and modes of live stream marketing and briefly summarizes the marketing advantages of live stream of apparel e-commerce. Then it analyzes the current situation and existing problems of clothing e-commerce live broadcast, and understands the status quo of serious homogenization competition of clothing e-commerce live broadcast, uneven product quality and low repurchase rate of clothing live broadcast, and other problems are pointed out in the live broadcasting, such as single content and lack of novelty, poor interactive transformation effect, and lack of professional knowledge of anchors. After analysis, feasible suggestions are put forward in combination with the Internet celebrity economy: based on customer demand, differentiated marketing; Strengthen team building and enhance the professional ability of anchors; Make use of the Internet celebrity economy to strengthen the trust relationship between anchors and audiences.