文化混搭下时尚品牌传播的设计对策  

Design countermeasures of fashion brand communication from the perspective of culture mixing

作　　者：李韵旎 孙虹[1] LI Yunni;SUN Hong

机构地区：[1]浙江理工大学服装学院

出　　处：《时尚设计与工程》2025年第1期31-33,共3页The Journal of Fashion Design and Engineering

基　　金：国家社科基金艺术学项目《基于文化创新生态的时尚消费回流研究》(21BH147)。

摘　　要：文化混搭环境下,我国时尚品牌面临形式与内容层面的传播挑战。时尚品牌传播要从深化文化混搭实践层面,借助现代科技精准传达,动员更多用户参与品牌传播,提炼文化传播语言,优化传播形式。其要注重多元文化相关性,丰富产品审美样式,优化传播内容。In the context of cultural mixing,Chinese fashion brands are facing communication challenges at the level of form and content.Fashion brand communication needs to deepen the practice of cultural mixing,accurately convey with the help of modern technology,mobilize more users to participate in brand communication,refine cultural communication language,and optimize communication forms.It needs to pay attention to multicultural relevance,enrich product aesthetic styles and optimize communication content.

关 键 词：文化混搭 品牌传播 认知流畅性 感知创新性 

分 类 号：G63[文化科学—教育学]