新媒体背景下湘派服装品牌文化的构建研究

Study on the construction of Hunan clothing brand culture under the background of new media

随着时尚产业的迅速发展,新媒体技术已成为服装品牌文化推广与发展的重要途径之一。当前,湘派服装也面临产业结构不合理、知名度不高、品牌文化特色不突出等问题。因此,需借助新媒体平台推广的信息,让消费者建立对湘派服装品牌文化的认知,了解新媒体技术在服装品牌文化发展建设中的重要性以及新媒体背景下湘派服饰品牌文化构建的路径。

With the rapid development of fashion industry, new media technology has become one of the important ways to promote and develop clothing brand culture. At present, Hunan clothing is also faced with problems such as unreasonable industrial structure, low popularity and outstanding brand cultural characteristics. Therefore, with the help of the information promoted by the new media platform, consumers can establish the cognition of Hunan clothing brand culture,understand the importance of new media technology in the development and construction of the clothing brand culture and the path of Hunan clothing brand culture construction under the background of new media.