Liu Shaofan

Abstract：With the development of the times， new media environment have influence on peoples lives. Under this influence， peoples demand for design of dress brand are also increasing. So dress brand design is very important point at the present stage.

Key words： new media； dress brand； design method

With the rapid development of scientific technology， people step into the digital period， many new media carrier also came into our eyesight. E.g： Electronic magazines， electronic newspapers， electronic broadcasting， SMS， portable television， Internet， etc.， compares with the traditional media， these new media have historic change in contents and existing medium. "New media" is developed in the basis of “old media “， which means that it is the digital media technology appeared after the “old media ". Including computers and all the technical equipment or electronic entertainment products using codes， laser， the Internet. Multimedia systems for the production and consumption， high-tech video systems， remote sensing technology， telecommunications systems ， art performances produced by digital means， and a variety of electronic content contains input， output， and storage equipment. " But there is a qualitative difference between old media. New media is spreading fast， and can carry a far more larger amount of content than traditional media， so the Internet is gradually rising from the “fourth media" to” the first media. "Internet media is subverting the people 's lifestyles and behavior concepts at a rapid speed. The fifth media， using Mobile phone as its audiovisual terminals， it is an mass media platform， is a personalized instant messaging communication carriers， the mass population is the target， the dissemination oriented is the purpose， to be promptly is its effect， being interactive is its application. As opposed to old media ， the new media will blur the boundaries of traditional media， digest the boundary between states， between industries， between the recipients and the sender and so on.

The dress brand display is a kind of communication art under new media environment， which reduced the distance between designers and consumers. Therefore， designers are the information makers， as well as information receivers. Moreover consumers position are changed to receivers， participants and makers. Under this communication， it would be communication between makers and receivers， makers and participants. The traditionally dress brand show was eliminated by creation and modification under the impact of two-way communication， therefore new media dress brand become more convenient and abundant. The feature of traditional dress brand show “only see” was broken； consumers demand are satisfied. You are not just can touch the dress brand you are interested in， or to comprehensive understanding of the dress brand， also can have communicate with the designers， fully express your views and opinions. Thus， consumers are both receivers and participants.

Under the new media， the influence of the rise of dress brand display platform on the design method：

1 Design have richer cultural connotation

Now the emergence of new media is not only beneficial to accelerate the expansion of the social circle to consumers， but also contribute to the spread of consumer psychology. A good apparel brands can make consumer feel social security. So when we designing clothes and building dress brand， we must satisfy the pursuit of people for the dress brand. Therefore， its extremely important to establish brand culture.

Dress is a kind of culture. And the process of dress designing is also the process of using culture. We can obtain timely information and feedback the cultural phenomenon of district and time through new media platforms.And planned design to Consumer groups. So， when dress designer designing dress， designer should investigate consumers to understand their cultural taste. And then used in the design of the dress. Targeted designing according to the style， color， pattern and others， and creating own dress brand culture.

2 Designing should follow the trend of the times

New media platform can provide lots of reference data that reflects consumer's aesthetic and social trends. Those global data， in another way can help designers analyze different pursuits from different people. At the same time， the designers should have creative brain to come up with new ideas， designing the clothes that features modern times as well as fits the popular trend. So， the designer can stand steadily and satisfy the customers， the customers of course accept the high price because something they emphasize is the decoration of appearances. However， something must be attached is that the designers should preserve the original cultural style when they use popular elements to design the clothes.

3 Conclusion

With the promote of new media， dress brand design has new market opportunities and development opportunities. At the same time， it creates a new transmission mode for dress brand design. It also increase the chance to interact with customers. Customers can use mobile， internet or other new media to appreciate， to consume clothes they loved without restricting of time and space. New media comes up with new challenges about method of dress brand design. Growing of new media provides wider space for dress brand design.

Reference

[1]蕭琳.淺談服裝品牌文化的構(gòu)建[J].法制與社會(huì)，2013（22），263-264

[2]左玲.對(duì)中國(guó)服裝品牌建立品牌文化道路的探析[J].魅力中國(guó)，2013（32），16

[3]郭先登.論紡織服裝品牌文化與設(shè)計(jì)創(chuàng)新[J].山東紡織經(jīng)濟(jì)，2012（02）， 5-8