Research On Knitwear Brand Design And Promotion Strategy Under New Media Platform

In recent years,with the rapid development of Internet information technology and mobile digital media technology,new media from multiple channels have gradually entered the field of clothing brand communication.New media has changed the work and life of the public,and has also changed the marketing ideas and methods of traditional clothing brands,which provide a new way for brand communication and new development opportunities.On the background of new media,as a knitwear brand occupying half of the market share of apparel brands,the interaction of knitwear brands on new media platforms will intensify.Traditional knitwear companies should keep up with the times,use the huge dividends brought by new media reasonably and efficiently,and develop brand marketing strategies in line with the new media environment.Only in this way can we seize the opportunities and succeed in the new media big data era.At present,there are not many mature theories and successful experiences of new media in the promotion and marketing of knitwear brands.In order to study the design and promotion strategies of knitwear brands under the new media platform,this paper searches and analyzes a large number of documents.First of all,we defined the new media and the relevant theories of knitwear brand design and promotion,summarized the main performances of new media at different stages of development,and analyzed the influence of new media on the spread of knitwear brands in China.Secondly,combined with the specific cases of famous knitwear brand design and promotion at home and abroad,we analyzed the current situation of knitwear brand using new media platform for promotion and dissemination and listed the new media types suitable for the promotion of knitwear brand in China.It provides theoretical guarantee and practical guidance for the promotion and marketing of new media for knitwear brands.Through the integration and analysis of the design patterns adopted by some successful knitwear brands,this paper summarizes and establishes the design optimization model of knitwear brands under the new media platform.According to the existing new media channels and methods,we propose a series of innovative promotion strategies such as multi-channel new media promotion,online and offline linkage,online hotspot phenomenon,emotional experience and differentiated promotion,and big data precision marketing promotion.Meanwhile,we bulid a multi-dimensional strategy system,which has profound implications for the standardized design and dissemination of knitwear brands.We hoped that the research of this subject can provide a reference for the practical application of future knitwear brand design and promotion,effectively guiding the knitwear brand to accurately convey the brand message to the audience in the new media communication environment with rich information and complex audience needs.According to our research we hope we can help the traditional knitwear brands to improve their market share of knitwear brands,enhance the core competitiveness of the brand,and form a long-term and stable competitive advantage of the brand.