网络服装品牌建构探析

An Analysis on the Construction of Network Clothing Brand

随着市场经济与互联网的发展,我国服装行业近年发展也呈快速上升趋势,其中服装品牌也大量在电商平台中兴起。本文以服装品牌设计为主线,结合当下的网络环境,从服装品牌策划、品牌基础设计、品牌推广营销等方面研究网络服装品牌建构,从品牌设计的角度规划新媒体视域下服装品牌设计流程,为新兴服装品牌设计提供引导思路。

With the development of Chinese marke t economy and t he i n t e r n e t,t he development of Chinese clothing industry has been increasing rapidly in recent years,including a large number of clothing brands in e-commerce platforms.Combined with the current network environment,this paper focuses on the design of network clothing brands,studies its construction from the aspects of brand planning,brand basic design,brand promotion and marketing.From the perspective of brand design,this paper also plans the design process of clothing brands in the new media perspective to provide guidance ideas for the new clothing brand design.