Research On Communication Strategies Of Fashion Brands On Social Media Platforms

Due to the rapid development of new media,especially social media with highly interactive features as a fashion brand communication platform,the social function has become increasingly prominent,and the complexity of online communication has also continuously affected the communication of fashion brands and brought great challenges to them.With the advent of the consumer era and the improvement of audience status,fashion brands,as an important division of the brand,have a wide audience and the purchasing power cannot be ignored.Social media platforms such as Weibo and Bilibili have become the main battlefield of fashion brand communication.At present,in an era of demediating environment,decentralization,and fragmentation,everyone has the opportunity to become a hot spot in the world.The rise of private domain traffic and the development of micro-communication ecology all indicate that the media ecology has changed from a "star-mass" polarized structure to a "star-grass-star-community leader-mass" and other multipolar structures.To this end,this article will systematically sort out the current status of online communication of fashion brands from the theoretical perspectives of branding,communication and marketing,combined with interdisciplinary research and descriptive research,and look for the spread of fashion brands on social media platforms.The development strategy strives to spread the fashion brand in all directions,all channels,all platforms,and all processes,to be able to differentiate,be precise,and rejuvenate.These are of great practical significance for solving the communication problems of today's fashion brands on social media platforms and reducing unnecessary communication barriers in the process of brand communication.