视觉营销在国际快时尚服装品牌打折促销中的运用

Application of visual marketing in promotional discount for international fast-fashion clothing

为了研究国际快时尚服装品牌如何运用视觉营销,消除打折促销对企业品牌价值产生的负面影响,以经典视觉营销理论为基础,对UNIQLO、H&M、GAP和C&A这4个国际快时尚服装品牌在重庆市打折促销的策略进行实证研究,分析其在橱窗展示、促销区域、促销标识、定价策略4个方面借助视觉营销理论的实践,总结出4个品牌运用视觉营销的共同特点:一是审美思想与促销的融合;二是品牌建设与促销的统一;三是营销理念与促销的整合。

In order to analyze how international fast-brand clothing brand employing visual marketing to eliminate the negative influence of enterprise brand value by promotional discount, this paper chose four international fast-fashion clothing brands, which were UNIQLO, H＆M, GAP and C＆A in Chongqing as examples to make an analysis of promotional discount strategies based on the classical theory of visual marketing in the following aspects： window display, sales areas, promoting signs and pricing strategy. And finally it summed up common characteristics of visual marketing employed in four brands, which were the fusion of esthetic thought and promotion, and the unity of brand building and promotion, the integration of marketing idea with promotion.