Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boo...Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It’s also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers’ perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly;it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer’s brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.展开更多
Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on story...Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on storytelling, values, testimonials, company history and so on. The evolution of communication strategies in the digital era, and of globalised markets, demands rational, evidence-based management of the public image of brands. This article offers a theoretical discussion of the structural elements which play a part in establishing the public identity of fashion brands in the era of digital communication, and an innovative approach to the evidence-based investigation of the identity of a number of fashion brands as perceived by customers. The approach proposed here is based on a mix of interviews exploring subjective brand awareness, and objective monitoring of visual attention through eye-tracking. The article also summarises findings obtained by applying this approach to several subjects exposed to communication artefacts produced by fashion brands in order to obtain some information of general interest regarding the factors that influence customers’ mental models.展开更多
In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable ...In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.展开更多
This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluat...This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluation and its focus, and then analyzes the actual operation of the most authoritative international brand evaluation agencies - Interbrand, to conduct a detailed research and analysis. Based on this, combining with the current situation of China fashion brand market, it re-summaries the evaluation parameter respectively, from the short-term brand strength factors, to the long-term brand benefit and consumer factors, in order to establish a new evaluation frame fit for China fashion industry.展开更多
Using Shanghai as the background, the paper demonstrates the rise and development of Shanghai independent designer brands. It analyzes the survival situation of these independent designer brands and points out the dev...Using Shanghai as the background, the paper demonstrates the rise and development of Shanghai independent designer brands. It analyzes the survival situation of these independent designer brands and points out the development attributions and problems existed, aiming to find the future development path and fitting marketing strategy for those brands.展开更多
Nov.23<sup>rd</sup> marks the launch of CASHMERE WORLD,the only trade fair dedicated exclusively to the whole supply chain of the global cashmere industry.It is the first-ever event jointly organized by th...Nov.23<sup>rd</sup> marks the launch of CASHMERE WORLD,the only trade fair dedicated exclusively to the whole supply chain of the global cashmere industry.It is the first-ever event jointly organized by the CFNA(China Chamber of Commerce for Import and Export of Foodstuffs,Native展开更多
March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sun...March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sunshine. Here, an annual fashion feast in Beijing not only could provide you a visual inspiration of trend, but also would tell you what’s the most "in" factors in the coming season.展开更多
文摘Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It’s also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers’ perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly;it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer’s brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.
文摘Brand identity is a key topic in fashion design and communication. It relies on several tangible and intangible elements, such as recognisability of trademarks and styles, of materials and processing details, on storytelling, values, testimonials, company history and so on. The evolution of communication strategies in the digital era, and of globalised markets, demands rational, evidence-based management of the public image of brands. This article offers a theoretical discussion of the structural elements which play a part in establishing the public identity of fashion brands in the era of digital communication, and an innovative approach to the evidence-based investigation of the identity of a number of fashion brands as perceived by customers. The approach proposed here is based on a mix of interviews exploring subjective brand awareness, and objective monitoring of visual attention through eye-tracking. The article also summarises findings obtained by applying this approach to several subjects exposed to communication artefacts produced by fashion brands in order to obtain some information of general interest regarding the factors that influence customers’ mental models.
文摘In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.
文摘This paper generally analyzes the current international and domestic brand evaluation theory on brand value. Starting from the most basic assessment of object analysis, it analyzes the current methods of brand evaluation and its focus, and then analyzes the actual operation of the most authoritative international brand evaluation agencies - Interbrand, to conduct a detailed research and analysis. Based on this, combining with the current situation of China fashion brand market, it re-summaries the evaluation parameter respectively, from the short-term brand strength factors, to the long-term brand benefit and consumer factors, in order to establish a new evaluation frame fit for China fashion industry.
文摘Using Shanghai as the background, the paper demonstrates the rise and development of Shanghai independent designer brands. It analyzes the survival situation of these independent designer brands and points out the development attributions and problems existed, aiming to find the future development path and fitting marketing strategy for those brands.
文摘Nov.23<sup>rd</sup> marks the launch of CASHMERE WORLD,the only trade fair dedicated exclusively to the whole supply chain of the global cashmere industry.It is the first-ever event jointly organized by the CFNA(China Chamber of Commerce for Import and Export of Foodstuffs,Native
文摘March is a right party time for friends to get together to enjoy the smell of early spring. Moreover, people would like to take off the thick winter coat to showcase their colorful attitude towards the warm spring sunshine. Here, an annual fashion feast in Beijing not only could provide you a visual inspiration of trend, but also would tell you what’s the most "in" factors in the coming season.
