Abstract: The online spread of apparel brand culture has shown typical features of decentralized transmission in the early days. The model of “Live Streaming + Shopping” has become the most fashionable and effective method for daily shopping of live streaming users, which is also in line with the development trend of decentralized transmission. Taking live streaming as an example, the paper analyzes the consumption patterns of apparel brands under this media, discusses the impact of live streaming on cultural communication of apparel brands, and proposes innovative ways of communication for how apparel brands can achieve irreplaceable in the live streaming, that is, brand culture ecological communication, highquality content output, and creating an immersive shopping experience.

Key words: live streaming; fashion brand culture; decentralized transmission