基于VMD体系下的服装终端卖场视觉陈列设计

Design of Visual Display of Apparel Terminal Markets Based on VMD System

视觉营销(VMD)是当前我国品牌服装竞争开始升级到终端卖场竞争的主要手段,在VMD体系下进行有效的终端卖场视觉陈列设计尤为关键。本文结合VMD体系的核心内容VD(视觉陈列设计)的三大基本要素——VP(演示空间)、PP(展示空间)和IP(陈列空间),探讨了服装终端卖场视觉陈列设计。

VMD（Visual Merchandising） is the primary means of competition for current brand clothing starting to upgrade to the terminal marketplace competition in China＇s stores.Effective design of VD（visual display） for terminal markets under VMD system is particularly crucial.This paper explores the visual display of apparel terminal markets by analyzing three basic elements of VD,i.e.VP（presentation space）,PP（exhibition space） and IP（display space）.