Research On Communication Strategies Of Chinese Fast Fashion Brands

With the popularization of material production and consumption in contemporary society,the development of Internet,new media and intelligent technology,modern society has entered an information-based and digital era.Consumers' consumption psychology gradually moves to the stage of self-expression and individual expression.The fast fashion,which is characterized by fast,fashion and low price,caters to the times' development and the change of consumption demands,and is widely recognized in the consumer society.ZARA,H&M,UNIQLO and other international fast fashion brands have made many new attempts in the aspects of brand image renewal and expansion,product design and brand space shaping,the use of new media and technologies,the creation of scenes experience,the application of intellectual property.Local fast fashion brands also began to learn from the successful experience in brand communication and operation mode,and developed their own brand market one after another.However,compared with foreign fast fashion brands,there are still gaps in the perception of consumers' needs and psychological changes,information communication,product planning,service experience and so on.The author tries to explain the rules of communication by analyzing the classic communication cases,so as to help Chinese fast fashion brands to communicate effectively,and avoid new problems caused by blind mechanization replication of communication methods and technical means.First of all,this paper analyzes the background of brand dissemination,the symbolism of consumption and the perspective of media technology.Then introduce the concept of fast fashion,outline the origin,development and important changes.On the basis of collecting a large number of materials,this paper studies the basic ideas of fast fashion brand communication,the application skills of media and contents,and summarizes the propagation laws of famous fast fashion brands abroad.Then,this paper uses the PEST analysis,the SWOT analysis and the STP analysis method to express the communication environment,the strengths,weaknesses,opportunities and threats,as well as the market segmenting,targeting and positioning of domestic fast fashion brands.Finally,this paper gives some suggestions on brand communication strategies from the brand image system,product planning and brand operation,and the media,combined with the local fast fashion communication problems.