新媒体趋势下服装品牌形象转变的研究发展

Research Progress of Apparel Brand Image Transformation Under New Media Trend

我国服装企业已进入大规模转型期,服装业的重心逐渐转向设计研发、品牌建设等领域,品牌形象在企业竞争中的地位不断上升。近年来新媒体种类的不断拓宽和快速发展,使得服装品牌能够借助新媒体传播信息有效提升或转变品牌形象。文章通过对新媒体趋势的分析,结合服装品牌形象的相关理论实践,探究新媒体趋势下服装品牌形象的建设、转变与发展,并提出方法与建议。

Chinese garment enterprises have entered a period of large-scale transformation,and the focus of the apparel industry has gradually shifted to design and development,brand building,etc.The status of brand image has been rising in the corporate competition.Through the analysis of the trend of new media,combined with the relevant theoretical practice of apparel brand image,this article explores the construction,transformation and development of the apparel brand image,and proposes methods and suggestions.