Research On Strategy Of Communication Of Fashion Online Celebrities Based On Brand Archetypes

As the mobile Internet continues to develop,online celebrities are more popular among various media and become examples of young people nowadays.With great attentions,online celebrities also have high economic values at the same time.Driven by the fashion industry,many online celebrities get involved in the design of apparel and even started the creation of personal clothing brand as a result of joining into fashion circles.Fashion online celebrities are born on Internet,and the new media has become an important channel for the spread of fashion online apparel brand.New media not only provide a low-cost,transparent interaction platform for social marketing,but also bring an inevitable problem,that is the characteristics of blending brands is not obvious enough.We can strengthen the personality of the fashion online brand with running the archetype theory throughout the brand,which creates an attractive personality for the fashion online brand.That is an important key to make the brand have more differentiated competitive advantages.Compared with the product attribute,brand personality is more difficult to be imitated,so it can provide a more long-term brand value and benefit advantage.In this paper,the fashion network brand as the research object,the use of literature research methods to understand the specific brand prototype,and the ways of questionnaire,observation,comparison,case analysis as the main qualitative research methods.The main contents of the study include the following aspects:Above of all,set the theory of brand archetype as the basis of theoretical study and empirical analysis through the research of the literature,with a brief introduction and overview of the theoretical basis of this study,mainly elaborating on the concept of fashion icon online,brand archetype and fashion online new media communication.On the basis of theoretical analysis,collecting and organizing the relevant case datas of six famous fashion online clothing brands,then summarize the basic situation of the domestic fashion online apparel brand with analyzing and contrasting the related conditions.Through the form of questionnaire,making an investigation on the consumption group of fashion online apparel brand.Putting forward a theoretical model on the basis of the influence ofWeibo platform spread,which is based on the inductive analysis of brand archetype theory.And more specific brands are combined to certify the theory.This theoretical model divides consumer perception of brand archetype into six dimensions:product base,microblog communication activities,brand founders,brand awareness,brand precipitation and brand awareness.Through the consumer's views on the fashion online celebrities' showing features,product attributes and the characteristics of fashion online apparel brands in the spread of microblog,we can understand the archetype theoretical model of fashion online brand.Secondly,by questionnaire analysis,constructing the prototype factors influencing consumers to perceive the fashion online apparel brands based on the spread situation of fashion online apparel brands on the microblog platform.Useing the SPSS 21.0 system to perform regression analysis,variance analysis and principal component analysis on datas.Meanwhile,through the coefficient of weight value,it shows the impact of various factors on consumer perception of fashion online apparel brands' archetype.After recognizing the positive influence of online celebrities,we can have a understanding of whether the main influencing factors that affect consumers' perceived fashion archetype brand is directly related to the personal characteristics of online celebrities,followed by whether microblog interaction and participation are the reflection of the online celebrities' personal characteristics.In the end,according to the brand archetype theory applied in the fashion icon online brands',the paper presents the differentiation of spread between the primary and secondary brand archetype,the integration and enlargement of the brand archetype personality,and the brand archetype culture value reflected in the upgrading of the fashion online brand,with the personal strategy of the fashion online celebrities' transmission.