Research On The Fashion Communication Strategy Of Luxury Based On Wechat Public Number

WeChat public appearance for the emergence of fashion for luxury fashion provides a new channel. The emergence of this emerging fashion communication platform to increase the audience with the luxury of fashion attributes to carry out their own desire to express the behavior of the rationality. It not only make up for the weak links of the mass communication feedback mechanism and the inherent contradictions of communication means to expand the influence of fashion communication and promote the promotion of fashion brand culture.Based on the core status of fashion communication, this paper analyzes the way of luxury media to use the new media of WeChat public model as the starting point, and analyzes the way of using the micro-public platform to communicate the literature and the definition of the related concepts. The basic concept of micro-public and fashion,illustrates the basic pattern of fashion communication, and describes the luxury leading fashion is due to its own attributes, as well as a detailed analysis of the difference between luxury and fashion products. In the specific analysis of the status of the three luxury public account communication at the same time, respectively, from the main fashion spread, the crowd, the public number of the relevant content of the promotion of luxury WeChat public letter fashion strategy.Luxury public number in the fashion spread there are such as the push time irregular,low frequency of interaction with the followers, and other shortcomings. On the basis of these issues put forward a reasonable schedule to push the time,pay attention to cultural transmission; to achieve multi-platform cooperation, these constructive comments,hoping for the future development of fashion luxury fashion, find more suitable for their own way of transmission.