Design Strategy Analysis Of Chinese Street Fashion Brand Based On Online Shopping Platform

With the development and dissemination of street fashion brand culture,the market of street fashion in China has also shown remarkable growth.Under this background,domestic street fashion brand came into being.Despite the rapid development of domestic street fashion brand in recent years,they are still slightly younger than the mature ones abroad.At the same time,China's e-commerce industry also has a rapid momentum of development.Online shopping platform for personal consumption provides great convenience for Chinese consumers,and online shopping has become a social phenomenon in contemporary China.The low operating cost of online shopping platform,not affected by geographical location and other factors provide a suitable sales platform for the developing street fashion brand.Street fashion brand design and communication,psychology and other disciplines are closely linked,involving a more comprehensive field.Through comprehensive and in-depth study of street fashion culture,this paper aims to explore the intrinsic relationship between macro-environmental factors behind street fashion culture and the development of street fashion culture,and to explore the design strategies of domestic street fashion brand from brand identification to its marketing and dissemination in the online shopping platform,in order to provide feasible reference for the brand construction and brand dissemination of domestic street fashion brand.In order to understand the reasons for the development of street fashion culture,this paper uses the macro environmental analysis method(PEST)to analyze the macro-factors in the development of street fashion culture.Based on the time dimension,this paper carries out the analysis of different spatial dimensions in the same time range,and excavates the internal relationship between street fashion culture and its macro-environmental factors.Through on-line research on Chinese street fashion consumers,we can further understand the consumer demand and consumer behavior preferences of Chinese street fashion consumers.This article divides the brand design strategy of domestic street fashion brand into two parts: brand identification and brand communication.Firstly,with the brand attitude of domestic street fashion brand as the core,this paper explores the identification of domestic street fashion brand,probes into the misconception of value orientation of domestic street fashion brand by means of breaking first and then establishing it,puts forward the idea of establishing the brand attitude of domestic street fashion brand,and discusses the strategy of brand design of domestic street fashion brand,and analyse design strategy from three aspects of brand attitude,visual symbol system and product design of domestic street fashion brand.After that,the paper analyzes the strategy of brand communication design based on the online shopping platform,which is one of the most important marketing channels of domestic street fashion brand,and combine the brand image communication with the marketing channel of brand products.We expand the strategy analysis of brand communication design on online shopping platform from six perspectives: orderly brand arrangement,visual scene,video media,dynamic graphics,brand topic and user operation.Finally,the author validates the design strategy in the article through the design practice of domestic street fashion brand.The author establishes brand attitude through cultural positioning and market research,and transforms the core of brand attitude into the visual language of finished brand,which is reflected in brand logo,visual symbol and overall visual image.In the part of product visual design,the visual image of the brand is extended through the basic product design to highlight the brand mark,and the brand idea is enriched through the series product design,and the corresponding visual scene is constructed for the series products,so as to design the interesting dynamic graphics for the brand.