The Design Research Of Online Fashion Show

Fashion show is an important way for apparel brands to display their new styles of clothing each quarter.In recent years,with the rapid development of Internet live broadcast technology,the forms of fashion shows under the new social form have become increasingly diverse,and fashion shows have begun to develop in the direction of online fashion shows.The outbreak of the new coronavirus in the spring of 2020 has changed the lifestyles of the world.The inability to gather offline has prompted apparel brands to focus on the online fashion show model,making online fashion shows a hot topic in the fashion industry.This article takes online fashion shows as the research object,sorts out the development process of online fashion shows through data investigation method,research object classification method and other research methods,and summarizes the types and characteristics of online fashion shows.Use case analysis,questionnaire surveys and data analysis to compare the sensory,emotional,and cognitive experience differences between online fashion shows and offline fashion shows from the audience's perspective.And based on the results of empirical research,put forward the design method of online clothing conference,optimize the audience's overall effect when watching the online clothing conference,and draw the following conclusions:(1)The first part defines the concept of online fashion shows.It studies the history of online fashion shows,analyzes and discusses online fashion shows from three perspectives: lifestyle changes,Internet development,and fashion concepts.The background of the emergence of online fashion shows,and analyzes the budding stage,the booming stage and the explosive stage of the online fashion show.The emergence of online fashion shows has largely weakened the privileges within the apparel industry,and expanded the audience of fashion shows that were originally intended only for the apparel industry to all consumers.(2)The second part studies the characteristics of the types of online clothing conferences,through four categories: regular pre-recorded release on the official website,live online prerecorded release,simultaneous online and offline release,and pure online non-audience release.Comparison of the types of online fashion shows,summarizing the real-time,effective,interactive and surreal characteristics of online fashion shows.(3)The third part takes three classic luxury brand online fashion shows as examples,and summarizes the content organization characteristics and process organization characteristics of online fashion shows.The content organization of the online clothing conference can be refined into four aspects: visual background,display subject,visual information organization and visual feature design.Through good organization of content and processes,the viewing experience of online viewers can be enhanced.(4)The fourth part compares the differences between offline clothing conferences and online clothing conferences in the audience's sensory,emotional and cognitive experience.Collect relevant audience experience data through questionnaire survey,and use SPSS software and AMOS software to perform confirmatory factor analysis and structural equation model analysis.Through research,it can be concluded that the audience experience of online fashion shows is generally better than offline fashion shows,and the audience has obvious advantages in emotional and cognitive experience.(5)The fifth part explores the design method of online fashion show based on Internet live broadcast technology.Based on case analysis and empirical research on audience experience,this research proposes the optimization of audience experience,the primary and secondary visual objects,and online publishing interaction.Three design methods are optimized to provide a feasible reference for designers to design online fashion shows.