Research On WeChat Promotion Strategy Of Independent Fashion Designer Brand Based On Brand Identification

With the continuous development and change of Internet technology,the promotion methods of clothing brands are constantly updated,and in the process,social media platforms have gradually become the mainstream of promotion.At present,the domestic WeChat platform has a high degree of popularity and wide coverage,and has gradually become one of the main ways to promote clothing brands.The luxury brands that focus on promotion have formed a complete promotion system on the WeChat platform,and the promotion of independent designer brands in this field in China is still weak.Therefore,the author analyzes two types of clothing brands.On the one hand,it draws on the promotion strategy of luxury brand WeChat,on the other hand,it combines the brand recognition analysis of independent designer brands,and finally draws some suggestions for the promotion strategy of independent designer brand WeChat.This paper first summarizes the research on clothing brand promotion,reorganizes related concepts,and analyzes the meaning,development and characteristics of WeChat platform and clothing brand.Then,by studying the promotion status of luxury brands and independent designer brands on WeChat platform,we can find the problems existing in the promotion of WeChat of independent designer brands and the places that can be borrowed from luxury brands.The brand identity prism model is used to analyze the brand identity of luxury brands and independent designer brands respectively,and proposes the difference between the two.Based on the research results,the luxury brand promotion strategy is applied to the independent designer brand on the WeChat platform.The promotion proposes to strengthen the promotion of the brand public number,to enhance the influence of opinion leaders,to diversify application applets,and to accurately promote information flow advertisements.Finally,the article takes the M brand as an example,analyzes the development status of the brand,brand recognition and the status of brand WeChat promotion,clarifies the brand prototype,positioning and brand relationship of the brand,and specifically designs the brand under the WeChat platform.The promotion plan is to provide reference and basis for the promotion of the domestic independent designer brand on the WeChat platform.