场所精神在服装卖场陈列设计中的应用研究

Application of the Spirit of Place in the Display Design of Clothing Stores

随着信息化时代的到来,服装行业迎来新的机遇和挑战,网络营销和体验经济的呼声逐渐高涨,消费者对服装附加价值的要求也越来越高,这意味着服装品牌对服装卖场的改革创新变得越发重要。文章以场所精神为基点,从品牌认同、身份认同、情绪肯定和空间归属方面,针对如何在服装卖场合理运用陈列技巧为品牌提升成交率进行探讨。

With the advent of the information age,the clothing industry is facing new opportunities and challenges.The call for online marketing and experiential economy is gradually rising,and consumers' demands for added value in clothing are also increasing.This means that the reform and innovation of clothing stores have become increasingly important.This paper takes the spirit of place as the starting point,and explores how to reasonably use display techniques in clothing stores to enhance the brand's transaction rate from the aspects of brand identity,identity recognition,emotional affirmation,and spatial attribution.