“快时尚”服装品牌终端视觉营销的分析与研究

发布时间：2018-06-12 19:08

本文选题：快时尚 + 服装品牌　；参考：《大连工业大学》2013年硕士论文

【摘要】：近年来，“快时尚”现象被越来越多的人所熟知、所认可，无论从社会的经济、还是消费意识形态，它已经完全的融入我们的生活之中。从当前的社会经济背景来看，全球经济增长速度逐渐缓慢，大众的实际的消费能力和对精品时装的购买需求是有一定的差距，快时尚服装品牌有着其价格方面的优势，瞄准了大众消费群体，有了充足的市场空间，快时尚服装品牌才能形成足够的规模，从而产生了快时尚服装的理念，进而推动整个服装领域商业模式的变革。国外快时尚服装品牌在中国市场以飞快的速度发展，SPA的营销模式和供应链的管理是很多国内服装企业正想学习的标杆。其良好的终端视觉形象，给消费者营造了强烈的视觉感受，通过卖场这一最直接的渠道引发大众消费群体的购买欲，从而提高品牌整体的自身价值。那么在终端视觉形象的方面，国内品牌应该怎样学习其本质呢？首先，本文围绕快时尚和视觉营销的定义进行概述，其次分析快时尚的形成背景和特征，通过国内外“快时尚”品牌展开案例分析，然后以终端视觉形象要素、零售终端环境、空间规划设计、数字化的商品配置规划等构成要素特点进行对比分析，解读快时尚品牌终端视觉的营销特点，论证快时尚服装品牌终端视觉营销对于提升服装品牌整体形象的意义与价值。为本土快时尚服装品牌终端视觉营销寻找宝贵借鉴，作为为品牌自身发展的理论依据。总结国内服装品牌品牌终端视觉营销的存在的问题：一是纯粹模仿忽略内在，二是陈列更新速度慢，三是陈列体系不完善。并尝试给出了解决办法：一是要确定服装品牌的定位；大众消费心理的变化和需求；二是要货品企划确认；陈列师设计师与产品设计进行良好的沟通；三是要终端卖场陈列风格确认；打造属于自己品牌的个性化卖场风格；四是要空间设计要与展示的道具要合理搭配，最终传递给消费者的整体视觉氛围；五是要维护店铺形象；通过销售情况进行卖场的调整，，只有从源头才能解决终端视觉营销的根本。
[Abstract]:In recent years, the phenomenon of "fast fashion" has been more and more familiar, recognized, whether from the social economy or consumer ideology, it has been fully integrated into our life. From the current social and economic background, the global economic growth rate is gradually slow, there is a certain gap between the actual consumption capacity of the masses and the demand for boutique fashion, and fast fashion clothing brands have their price advantages. Aiming at the mass consumer group and having sufficient market space, the fast fashion clothing brand can form enough scale, thus produce the idea of fast fashion clothing, and then promote the transformation of the whole clothing field business model. The rapid development of SPA marketing model and supply chain management in Chinese market is the benchmark that many domestic garment enterprises want to learn. Its good visual image of the terminal creates a strong visual feeling for the consumers, and through the most direct channel of the sales market, it causes the mass consumers to purchase desire, thus improving the brand's overall value. So in the terminal visual image, how should domestic brands learn its essence? First of all, this paper summarizes the definition of fast fashion and visual marketing, then analyzes the background and characteristics of fast fashion, through the domestic and foreign "fast fashion" brand case analysis, then with the terminal visual image elements, retail terminal environment, Spatial planning and design, digital commodity allocation planning and other elements of the characteristics of comparative analysis, interpretation of fast fashion brand terminal visual marketing characteristics, To demonstrate the significance and value of terminal visual marketing of fast fashion clothing brand for improving the overall image of clothing brand. To find valuable reference for local fast fashion brand terminal visual marketing, as the theoretical basis for the development of brand itself. Summarizes the domestic clothing brand terminal vision marketing existence question: first is purely imitates neglects the intrinsic, second is the display renewal speed is slow, the third is the display system is not perfect. It also tries to give the solutions: first, to determine the positioning of clothing brands; to determine the changes and demands of mass consumer psychology; second, to confirm the product planning; to communicate well between the display designer and the product design; Third, it is necessary to confirm the display style of the terminal store; to create the personalized store style belonging to its own brand; fourth, to reasonably match the space design with the props displayed, and finally to transfer the overall visual atmosphere to the consumer; fifth, to maintain the image of the store; Through the sales situation to adjust the sales, only from the source can solve the root of terminal visual marketing.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.86;F723

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