Clothing Brand Communication Way Research Under New Media Era

With the development of Internet technology, the environment and the way ofthe clothing brand communication are also undergoing tremendous change.Thedominance of traditional media environment is gradually being replaced by the newmedia environment. Compared with traditional media, new media, through itsinteractive features and social attributes,links the brand with consumers closelytogether.With interaction between the clothing brand and consumer, more and moreconsumers are more aid new media platforms for apparel brands to carry word ofmouth publicity. In the future, the new media will become an important way ofclothing brand communication. How to effectively use the new media, the brand’sstrengths and culture to convey to consumers will become an important means ofclothing brand standing out in the competitive differentiator.In this paper, with literature research method,new media and brandcommunication theory concepts are defined firstly,and a summary of the new mediadevelopment process in the Internet-based environment, new media platforms fromportals to social media and then since the media,and then in-depth analysis the impactof brand communication through media environment.Secondly, with combination ofdomestic and foreign well-known clothing brand specific cases such as, Burberry,Muji, Gloria, carbenes, Eslite and other clothing brands, analyzs and summarizs thesituation that using new media platforms for brand communication at this stage, andpoints out the problems existing in three aspects that the communication content,communication objec and the spread of technology.Finally, according to the psychological needs in social groups and the clothingbrand problems in the new media environment existed, a number of suitable clothingbrand communication strategies be made under the new media environment:emotional communication strategies, personalized communication strategies,cross-border cooperation communication strategies. These three strategies are inspecific applications in BASIC HOUSE clothing brand communication promotion. I hope these strategies can provide some reference for the future of clothing brandcommunication practice, effectively guiding their audience in the environment ofinformation overload and distraction of propagation, quickly and accuratelyconveying the message to the audience,and increasing market share. Also this paperwill provides some theoretical support and practical guidance for the new mediaenvironment and the use of the clothing brand of communication.