新媒体背景下二次元服装品牌传播策略分析

Analysis of the Communication Strategy of the Two-Dimensional Clothing Brand under the Background of New Media

随着新媒体的快速发展,二次元文化在全球范围内已进入大部分人的视野,二次元服装作为二次元文化的一个分支受到越来越多年轻消费者的喜爱。二次元服装主要分为二次元作品直接衍生的服装、深度融入二次元文化的服装、受二次元风格影响的原创服装这三大类,将品牌传播策略在新媒体背景下二次元服装领域中的应用归纳为5点并对比分析其优劣势,总结当前品牌传播策略的不足之处并提出建议。

With the rapid development of new media, the two-dimensional culture has entered the field of vision of most people around the world. As a branch of the two-dimensional culture, two-dimensional clothing is also loved by more and more young consumers. Two-dimensional clothing is divided into three main categories: clothing directly derived from two-dimensional works, clothing deeply integrated into the two-dimensional culture, original clothing influenced by the two-dimensional style. The application of brand communication strategy in the field of two-dimensional clothing under the background of new media was summarized into five points. Its advantages and disadvantages were analyzed, the shortcomings of the current brand communication strategy were summarized, and some suggestions were put forward.