基于视觉销售的服装品牌延伸性设计

Discussion on extensional design of the clothing brand based on visual merchandising

针对服装推广过程中市场定位、风格定位、服装廓形及风格特征之间区分日益弱化的趋势,指出服装品牌延伸性设计的重要性。从品牌的形象设计展示、产品的形象设计、服务内容设计3方面说明服装品牌延伸性设计的主要内容,分析了展示元素对服装品牌延伸性设计产生的影响及网络化视觉销售对品牌概念的延伸。说明品牌的外在表征即视觉销售的独特性已经逐渐模糊了品牌内容的区别,消费者更多的关注在品牌的符号特性上,在这种前提下品牌的视觉销售策略必然影响到品牌的生存环境。

In sales promotion of the garment, significance among the price, appearance and style, tends to become more and more difficult to differentiate. The extensional design of cloth brands, however, is regarded as an important factor. This paper describes the extensional design of clothing brands including the product image design, its exhibition and services, analyzes the effect of exhibition elements on the extensional design of cloth brands and online visual merchandising on the development of brand concept. In the eye-attracting economic times, people are attracted more by the brand＇s outside token, namely, the unique vision selling has made little difference between brand＇s contents. Consumers put more emphasis on brand＇s sign characteristic Under the circumstances, the strategies for brands＇ vision selling will inevitably influence the brand＇s existence environment.