Web3.0时代服饰品牌形象的广告传播探析

Advertising Communication of Web3.0 Era Clothing Brand Image

Web3.0时代是高度个性化的智能网络传播时代,这为服饰品牌形象的传播带来新的挑战。通过对Web3.0网络传播特点的透析,从服饰行业特点出发,针对服饰品牌形象与其广告传播进行关联性阐述,揭示了网络互动状态下服饰品牌形象传播过程中的主要问题,为更好地解决存在的问题,需要借助触点聚集受众的关注力来增加其品牌认知度;通过品牌形象信息一致性营销传播树立其品牌的忠诚度;提炼和浓缩品牌个性化形象打造其品牌的差异性,才能清晰有效地将服饰品牌形象一致性多渠道传播。

Web3.0 era is the era of highly personalized intelligent network spread,which brings new challenges for the dissemination of apparel brand image.By analyzing characteristics of Web3.0 network communication,starting from the characteristics of the clothing industry,clothing brand image and advertising related elaboration,the paper reveals the main problems in the spread of fashion brand image process under the condition of network interaction.In order to solve the existing problems,there is need for the help of contact gathered audience attention to increase their brand awareness and to establish its brand by brand image information conformity marketing communication loyalty.Only by extracting and concentrating the differences and brand personality image,can the transmission of consistency of fashion brand image be effectively multidirectioned.