新媒体视阈中服装自主品牌特征与建构

Characteristics and Construction of the Original Clothing Brand from New Media System

摘要: 本文通过对新媒体、服装自主品牌等概念及意义的诠释，进一步分析新媒体在服装自主品牌中的特征，新媒体自主设计师品牌优化了传统设计过程，也促进服装自主品牌的大众化、平民化，在一定程度上有效的提升了，丰富了自主品牌的经济方式，在其创作、传播过程中无界化，与此同时，从多角度，多层面分析了新媒体给予服装自主品牌构建流程的品牌目标市场的确定，名称、标识、广告语、包装设计等的面品牌静态设计及营销、宣传等的品牌动态策略过程。

Abstract: This article, by explaining concepts and significance of the new media and the original clothing brand, further analyzes characteristics of the new media in the original clothing brand. The original clothing brand from new media system not only optimizes the traditional design process, but also promotes popularization and civilian of the clothing brand, thus improving and enriching the economy style of the original brand to a certain extent. There is no borderline in its creation and spread process. At the same time, target market that the new media gives to the building process of original clothing brand, brand static designs of brand name, logo, slogan as well as package design, and dynamic strategies of marketing as well as brand promotion are analyzed from many perspectives and levels.