Abstract: In the e-commerce environment, traditional clothing retail enterprises and online clothing brands are actively exploring mobile e-commerce and online to offline modes. At present, the typical O2O modes for clothing retail enterprises include physical store mode, private customized mode, life experience store mode and fans mode. These four modes have their advantages and disadvantages and scope. In order to smoothly carry out O2O, clothing retailers need to integrate the supply chain deeply, improve the physical store experience, adjust organizational structure and train O2O talents.

Key words: Online to Offline; mobile electronic commerce; online clothing brand; business mode