本土服装品牌文化圈层传播路径升级研究——以网络直播为例

Study on Upgrading Path of Decentralized Transmitted Model in Chinese Fashion Brands--Taking Live Streaming as an Example

服装品牌文化线上传播在早期已呈现出典型的圈层化特点,“直播+购物”以潮流、高效的方式进入直播用户日常购物中,顺应了圈层化发展趋势。文章以网络直播为例分析该传播媒介下服装品牌消费形态,探讨网络直播外显特征对服装品牌文化传播的影响,并针对服装品牌在网络直播中如何做到不可取代提出了品牌文化生态传播、优质内容输出、打造沉浸式购物体验等传播的创新路径。

The online spread of apparel brand culture has shown typical features of decentralized transmission in the early days.The model of“Live Streaming+Shopping”has become the most fashionable and effective method for daily shopping of live streaming users,which is also in line with the development trend of decentralized transmission.Taking live streaming as an example,the paper analyzes the consumption patterns of apparel brands under this media,discusses the impact of live streaming on cultural communication of apparel brands,and proposes innovative ways of communication for how apparel brands can achieve irreplaceable in the live streaming,that is,brand culture ecological communication,highquality content output,and creating an immersive shopping experience.