| The new American luxury, well-known for its high price and good quality, is a kind of product that brings great emotional satisfaction to consumers. Its core value, besides the practical usage, lies more on the invisible emotional side among which the fashion culture forms the most important element. The fashion culture is the inner motivation of luxury consumption and in the marketing communication area, its functions are mainly displayed in the following three aspects. Firstly, the fashion culture is a foundation of the semiotic placement and information integration of new American luxury marketing. At the angle of information communication, the new American luxury marketing means the process of information integration, release, circulation and management. From a perspective of the developing discipline and spreading profile of fashion culture, the information input and integration of new American luxury marketing could be greatly favored. Secondly, the fashion culture is a reference to measure consumers' psychological demand characteristics. The new American luxury consumers are sensitive to fashion consumption, their consumption habits, life style and consumption concepts are always formed and influenced by certain fashion culture. Finally, the fashion culture is a starting point to explore the path of new American luxury marketing communication. As one of the most important lay of mass culture, the fashion culture correlates closely to the mass media. The development of social economy and communication technology has enriched the existing forms of mass media, which not only facilitates the management of information contacts and marketing method, but also brings about chances and possibilities for the original path exploration of new American luxury marketing against the fashionable life background. |
