服装色彩形象的“卖点”营销探索

Exploration of clothing color image “selling points”marketing

服装色彩形象是以色彩通过形象来与消费者沟通为前提,寻找符合品牌概念和新产品开发的视觉设计,是提升服装品牌价值的重要影响因素之一。服装品牌销售的产品实质上是在销售产品的感性价值,即产品的"卖点"。通过对服装色彩形象的主流人气色彩"卖点"定位和流行色数据的预测分析,确立服装品牌的特有色彩形象。另外,提升消费者对品牌忠诚度,突出引领流行趋势的领军服装品牌形象,打造高端服装品牌的色彩"卖点"。

Clothing color image to color image to communicate by consumers as the premise, looking for visual design with the brand concept and the development of new products. Clothing color image is one of the important factors to promote clothing brand value. The essence of brand apparel products sales are in the perceptual sales value of the products, the product of ＂ selling points＂. The clothing color image of the mainstream popular color ＂ selling point positioning and prediction＂ fashion color data analysis, the establishment of clothing brand specific color image. In addition, enhance consumer brand loyalty, prominent trends leading clothing brand image, to create high-end clothing brand color ＂selling point＂.