Research Of The Fast Fashion Clothing Brand Communication Based On The Wechat Platform

The continuous innovation of the Internet has also reshaped the brand communication mode,WeChat and other instant messaging tools have gradually become an important bridge between the brand and the audience.In the era of social media,constructing fast fashion communication matrix based on WeChat platform,enhancing the audience' cognition and feeling of fast fashion clothing accessories,and deepening the relationship between brand and audience are the rigid needs of the development of fast fashion clothing brand.In the category of cultural and creative clothing industry,fashion communication,this paper studies the propagation of the fast fashion clothing brand based on the WeChat platform.With integration of cross-disciplinary field of theoretical guidance,like fashion communication,clothing consumption culture,through the analysis of the representative brand case WeChat public number and the WeChat applet in the dissemination of the content and the dominant data and characteristics of the communication and operation,with the combination on the research of the quick fashion brand WeChat communication audience,and summarizes and discusses the strategy and methods of fast fashion brand in WeChat communication,and also provides effective thinking reference and practical guidance for other clothing brands based on WeChat platform communication content design and audience operation.Firstly,the related literature materials of fast fashion clothing brand and WeChat communication are sorted out,the concepts involved in the study are defined,and the representative WeChat platform of fast fashion clothing brand is selected as a research case according to the present situation of communication layout.Secondly,from the point of view of content and operation,this paper analyzes the design characteristics and theoretical traceability of WeChat communication in fast fashion brand,such as push rule,style characteristic,content type,layout setting,interaction mode and audience incentive mechanism etc,including the relationship between communication content design and fashion brand communication,therelationship between WeChat communication operation method and clothing consumption culture.Then through the focus group interview and questionnaire survey,this paper analyzes the fast fashion consumption preference,public number browsing tendency,picture and text page interaction tendency and Mini Programs usage preference of WeChat audience of fast fashion brand,and analyzes the behavior motivation and response mode of WeChat communication audience of fast fashion clothing brand according to audience division method,use and satisfaction mode and audience response mode.According to Lasswell's communication process mode,this paper puts forward the process mode of WeChat communication of fast fashion clothing brand,summarizes and discusses the penetrative and influenced relationship between the content,operation and audience of WeChat communication of fast fashion clothing brand,and acts on the whole communication process together.Finally,based on three aspects,this paper summarizes the strategy of WeChat communication of fast fashion clothing brand: first,content design promotion strategy,that is,to form stable push rule,create differentiated style characteristics,expand diversified content types;second,complete interactive operation strategy,that is,build platform matrix layout,enhance interactive feedback design,use audience incentive mechanism;third,audience experience optimization strategy,that is,provide brand value-added services,enable social content creation.