Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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Research on Brand Image Shaping of Avant-Garde Garment in the New Media Era

Authors
Xiaorun Liu1, *
1Shanxi University of Finance and Economics, Taiyuan, China
*Corresponding author. Email: 18402138@masu.edu.cn
Corresponding Author
Xiaorun Liu
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_158How to use a DOI?
Keywords
New media; Avant-garde garment; Brand image building
Abstract

With the rapid development of Internet and new media technology, the way of shaping the image of garment brands is also constantly developing and changing. New media has played an important role in the shaping of avant-garde fashion brand image. In order to better promote the construction of the brand image of pioneer apparel, this paper preliminarily discusses how pioneer clothing brands shape their brand image through new media through classification and data research. After summarizing the main characteristics of the current development of new media, this paper focuses on the main strategies of shaping the brand image of pioneer clothing from two aspects of appearance and internal image. This paper holds that the form and content of pioneer clothing are constantly developing and innovating, and its brand image shaping is obviously affected by the development of new media technology. It puts more emphasis on brand story, spiritual pursuit and value orientation, highlighting the pioneer consciousness and innovative expression of pioneer clothing. Although there are still some deficiencies in this study, it will still be beneficial to provide new research cases for the interaction between new media technology and fashion brands.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_158How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaorun Liu
PY  - 2022
DA  - 2022/11/19
TI  - Research on Brand Image Shaping of Avant-Garde Garment in the New Media Era
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 1313
EP  - 1320
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_158
DO  - 10.2991/978-2-494069-05-3_158
ID  - Liu2022
ER  -