From Brand Public Number Culture Content To Clothing Creative Design Research

In the information age of the rapid development of fashion industry,WeChat official accounthas become one of the important channels for clothing brand to promote brand cultureand products.Consumers build up their knowledge of brand culture by using the information promoted by official account.Compared with other media,WeChat's official account has more than DNA of its own brand,which is more embedded in the extension of the popular culture under the brand culture.As a designer,how to pay attention to the promotion information of clothing brand wechat and identify and use the effective information to study the creative design thinking of clothing product development is the main purpose and significance of this researchThis paper carries out design research from three parts:the first part,through a large number of cases of WeChat brand official account,analyzes the three categories of official account promotion:cultural resonance content,product characteristic content and brand marketing content.Combined with the comparative study of different clothing brand culture and its promotional content performance,taking the three different types of culture,such as avant-garde trend,outdoor sports and traditional ethnic groups as an example,the difference between the official account number of the clothing brand and its brand DNA cultural characteristics is analyzed.The second part,the clothing brand WeChat official account is promoted by the brand DNA.It has implanted the popular consumer culture information,public cultural information and entertainment culture information,and has reconstructed the new culture.The new cultural content has expanded the new creative thinking for the fashion design.The third part,the three official account of WeChat's public character,the avant-garde fashion culture,outdoor sports culture and traditional national culture,is applied to carry out creative thinking design practice Further verify the feasibility of constructing the research and design path of WeChat's official account of costume brandThis article takes the cultural content of WeChat's official account of clothing brand as the research object,and explores the methods of clothing creative design.The official account is not only a brand DNA but also a popular brand of consumer culture,public cultural information and entertainment culture.They integrate,create and construct new cultural content with development value.Under the new specific cultural content,design elements are extracted for creative design and application.This paper explores a new way of thinking from the media of clothing brand promotion to clothing design.For designers and brands,it provides a path to extract the content of creative culture and brand new culture from the cultural resonance content,product characteristic content and brand marketing content of WeChat brand official account,and effectively carry out creative design and dissemination.