| Fashion communication is a unique human practice,and along with the expansion of the mass consumers’ demand for fashion,digital technology,which integrates theory,practice and technology,has had a profound impact on the development of the fashion communication industry.Looking back at the development of fashion communication,we find that the social structure,capital distribution,and media technology factors in different regions and times have led to different patterns and expressions of fashion communication,and their specific fashion communication methods have contributed to the development of politics,economy,and culture to different degrees.Since the nineteenth century,the Western court and aristocratic fashion groups dominated the global fashion discourse,and the traditional fashion communication basically followed the single top-down communication law.Under the impact of the political landscape,science and technology,economic system and artistic trends,the emerging bourgeoisie became the mainstream fashion group,and fashion communication gradually became more complex due to the changes in groups,media and fields,and combined with new technologies in keeping with the times.Since the beginning of the third technological revolution,digital transformation has profoundly changed the production and development of the fashion communication industry,and with the high degree of integration of Internet technology and the information society,contemporary digital fashion communication methods with contemporary characteristics have gradually taken shape.This paper takes the transformation and development of fashion communication in Paris,France,as a historical sample.On the one hand,France is one of the major origins of modern fashion and has formed a fashion culture characterized by "court aristocracy"early on,whose historical value can inspire the present.On the other hand,through the research paradigm of modern French fashion communication,the transformation process of contemporary digital fashion communication is analyzed in the same dimension.Taking the third technological revolution and World War Ⅱ as important points,the background,necessary conditions and development stages of the shift from traditional to digital fashion communication methods are sorted out.Based on a comparative analysis perspective,we analyze the formation of fashion groups,fashion communication fields,fashion communication media,fashion communication paths and their respective characteristics before and after the transformation of contemporary digital fashion communication.Drawing on the Laswell 5W communication model and the Shannon-Weaver information communication model,we construct a model that is consistent with the contemporary digital dynamic fashion communication,and discuss the composition,inner mechanism and application strategies of this model.Finally,the theoretical research is applied in practice through design practice to analyze how companies,brands and designers can realize the interactive link between art design and business operations and contribute to the development of regional fashion communication in a digital fashion communication approach rooted in a specific cultural context.In summary,we sort out the components of digital transformation of fashion communication,propose corresponding brand communication strategies,take the synergistic development of digital fashion communication methods and fashion brand operation and promotion as the main reality-oriented,and help China’s fashion communication industry transform and upgrade from quantity to quality.Currently,under the trend of deep integration of digital economy and real economy,the fashion communication industry will integrate the cross-border integration of different media resources to enhance its comprehensive benefits,and take digital innovation of technology,channels,scenarios and new marketing models as the main way to continuously improve the dynamic fashion communication system. |
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