Research On Transmedia Storytelling Of Fashion Brands

With the development of digital media technology entering a new stage,more and more vertical and layered new media applications based on different scenes and user interests appear.In order to quickly and accurately transmit brand information and communicate user relations,fashion brands often use transmedia storytelling.Previous studies have proved that transmedia storytelling is a communication method with high cost-effectiveness ratio,high flexibility and high participation.Narrative has also been proved to be an effective means of shaping brand from multiple dimensions,but there has never been any research and analysis on fashion brand communication and its effect from the perspective of transmedia storytelling.Based on this,this paper selects two representative international fashion brands,Louis Vuitton and Gucci,and takes their transmedia storytelling activities in China during the two celebrations of 200 and 100 years as cases.Through the communication channels of transmedia storytelling during the celebrations of the two brands and their whole network data,combined with qualitative and quantitative research methods,this paper obtains the laws of transmedia storytelling of current fashion brands,including 1.iversified communication channels of fashion brands,Microblog is its core narrative platform.2.Fashion brands present a two step flow of communication on the narrative media platform,and the communication heat of opinion leaders has a multiplier effect.3.The integrity of fashion brand narrative is positively correlated with the diversity of platform narrative elements,and the diversity of platform narrative elements is positively correlated with the diversity of user groups.Based on the successful experience of transmedia storytelling of two fashion brands,starting from improving the interactive participation of fans,this paper constructs a theoretical model of transmedia storytelling of fashion brands,which includes 10 contents of 2 levels and 3 dimensions.The model shows that if fashion brands want to optimize communication effects and accumulate brand equity through transmedia storytelling,they must consider two aspects: 1.Build a story universe for the brand,which requires fashion brands to first follow the principles of extensibility,resonance and symbolism,extract the brand core that is highly compatible with itself,and then create a complete brand story world from the four dimensions of symbolization,characterization,storytelling,and ritualization of the core.2.After building the story universe,realize the cross-media of fashion brands through three measures,including the flexible use of social media,the "square effect" platform as the core,and the combined effect of "secondary communication mode" and "opinion leader".After completing the model construction,this study tested the transmedia narrative activities during the Louis Vuitton anniversary,which confirms the feasibility and rationality of the model.However,due to the irreversibility of market evolution and the unpredictability of brand development,fashion brands may also encounter risks when using transmedia storytelling and this model,including the human design crisis of stars,the Matthew effect of social media communication,the transfer of fans' interactive objects,etc.For this reason,this paper proposes to extend the narrative focus to highlight the cultural and artistic value of the brand and expand the narrative media to realize the immersive presence of the narrative space,master narrative sovereignty to maintain the good ecology of brand development to help fashion brands make better use of transmedia storytelling for communication.