Research on clothing brand image design and communication under the SMCR communication model

This paper utilizes the SMCR communication model to explore factors influencing clothing brand communication. We develop an evaluation model that assesses the effectiveness of these brands' image communication, providing essential insights for brand design and communication strategy selection. The model employs a fuzzy comprehensive evaluation method for setting assessment criteria and an Analytic Hierarchy Process (AHP) to calculate the weight distribution of each index, forming a fuzzy affiliation judgment matrix. An evaluation system was constructed and applied to Chinese apparel brands, revealing that interest circles, online fashion bloggers, and video and live broadcasting websites are the top channels, accounting for over 50% of total brand image communication. In terms of preference, IP co-branded models, national fashion products, and tournament models are in the top three, accounting for 10.35%, 9.73%, and 8.86%, respectively. The comprehensive evaluation value of brand image communication effect in China's apparel industry is 5.63, with a rating of "poor,"and there is still much room for improvement in apparel brand design and communication. © 2024 Beilu He, published by Sciendo.