Study On The Effect Of Cross-Cultural Communication Of International Apparel Brands In China

Since the reform and opening up,China has less and less restriction on the operation of foreign-funded enterprises,and the globalization process has been deepened.More and more overseas brands have entered the huge Chinese market.With their mature operating experience and good quality,they have won the favor of many consumers.China’s local apparel brands have begun to transform,but regardless of brand awareness or influence,local brands are still in their infancy on the road to internationalization,and the status of "manufacturing big country,small brand country" has not been improved.Cross-cultural communication of brands is a problem that must be faced in the process of internationalization,and the effect of brand cross-cultural communication will directly affect the brand relationship construction and market sales performance in the target country.The evaluation results of the communication effect can be used as an effective basis for changing,adjusting,adding or modifying brand communication activities.This thesis firstly sorts out the development process of international apparel brands in China,and divides them into three stages: entry stage,development stage,and popularization stage;in the meantime,it lists the main media and methods,and points out the main problems in cross-cultural communication.Then take the international apparel brand in China as the research object to analyze its cross-cultural communication effect.As to the details of the article,the related concepts,applicable theories and related research are combed;then content analysis is used to analyze the communication content of sportswear brand NIKE,fast fashion brand ZARA and leisure apparel brand Levis on social media micro blog.The main research content is the themes and effects of communication content.The results of the study show that different brands and different communication content have different effects,but "relationship building" content will gain more positive attitudes;content about products and sales may lead to more discussion about the product and then express more dissatisfaction.Finally,according to the research results,corresponding management suggestions are proposed to provide reference for the brand communication of local apparel brands.