中韩女装品牌卖场阵列设计对比
发布时间：2018-08-15 17:14
【摘要】：当今服装产业迅猛发展,卖场陈列设计也越来越受重视,逐步成为服装行业重视的焦点,一个成功的卖场可以反映一个品牌的个性、风格和对文化的理解。在品牌竞争越来越激烈的今天,许多国内的珠宝、服装品牌开始重视品牌文化和终端管理,而卖场陈列设计作为产品促销及文化传播一个非常有力的“武器”,在终端已开始扮演越来越重要的角色。不同国家、不同文化背景下演绎出的陈列也会有所区别。 卖场陈列对店铺中起着非常重要的展示作用,店铺的形象和品牌形象在终端都是通过这个窗口向消费者推销出去的,卖场陈列的创意和精妙,是吸引顾客入店的主要因素,有人说：卖场是店铺的眼睛,我们平常说眼睛是心灵的窗户,而卖场陈列的格调和服装展示,是把店铺和产品形象推向消费者视线的有效舞台。国内的品牌在不断发展,在店铺卖场陈列中,卖场的陈列和更新是同服装波段上货时间同步的。好的卖场陈列是提高店铺人气的有效的直接的手段。好的卖场陈列更是对服装品牌做的无声的广告,像一些国际大牌对卖场陈列,总是独具特色,直接为自己品牌商品塑造完美的品牌形象。 卖场陈列是整个卖场陈列的融缩体,是企业形象的主窗口,所以需要考虑色系、风格、主题的统一。卖场陈列一般以当季畅销款,主推款为主颜色应选择鲜艳亮丽。卖场陈列亦可根据季节,主题等元素添加一系列的道具,但必须与陈列的货品相呼应,如春夏季节应采用颜色中型或冷色系的道具,给人清新明快的感觉。如绿色、蓝色、秋冬则采用一些暖色系道具,如红色、橙色等,给人温暖、温馨的感觉,同时也可布置一系列与企业文化相关的道具。在条件允许的情况下,卖场的模特可以适当的佩带一些饰品,如包、鞋、假发等,使之更加的人性化、形象化。 整篇论文主要通过对中韩两国品牌女装的卖场陈列设计进行研究。进而提出他们的共同点和差异点,并提出可以完善的地方。 本文共有5部分组成：第一部分是绪论。主要讲述了研究背景,研究意义以及中韩两国服装陈列的历史；第二部分是理论背景,详细探讨了卖场陈列的概念、目的、作用等。重点从卖场陈列设计的4个领域(空间,色彩,照明,道具)来探讨中韩两国卖场陈列的差异。第三与第四部分是本论文的核心部分,第三部分讲述的是在中韩两国具有代表性的百货商店中各选一家进行市场调查,在所选出的百货商店中各选出比较注重卖场陈列设计,并且针对消费群为年轻女性的9个品牌进行研究。本章节主要是从中韩两国卖场陈列设计的空间构成,色彩搭配,照明类型,道具设计等进行调查；然后在分析调查的内容从中找出共同点与差异点。第四部分是问卷调查就第三章节的市场调查结果,提了20个问题：调查中韩消费者对现在卖场陈列设计是否满意的情况,以及了解他们较喜好什么样的卖场陈列。进而提出中韩卖场设计的问题及修改方案。第五部分是结论,通过实验研究法得出结论和提议。 希望本篇论文能引导在中国的各大服装品牌的卖场陈列设计以及品牌形象,填补服装卖场陈列设计国内外对比的空白。
[Abstract]:With the rapid development of the garment industry, the store display design has become more and more important, and gradually become the focus of attention of the garment industry. A successful store can reflect a brand's personality, style and understanding of culture. As a powerful "weapon" for product promotion and cultural dissemination, store display design has begun to play an increasingly important role in terminals. Displays in different countries and cultures will also be different.
Shopping mall display plays a very important role in the display of the store, the image of the store and brand image in the terminal are sold to consumers through this window, the store display creativity and exquisite, is the main factor to attract customers into the store, some people say: the store is the eyes, we usually say the eyes are the window of the soul, and Shopping style and clothing display is an effective stage to push the store and product image to the consumer's attention. Domestic brands are constantly developing. Shopping and updating in stores are synchronized with clothing band delivery time. Fair display is a silent advertisement for clothing brands, like some international brands on the market display, always unique, directly for their own brand products to create a perfect brand image.
Shopping mall display is the main window of the whole store display, so we need to consider the color system, style, themes of unity. Shopping mall display generally to the season best-selling money, the main color should choose bright and bright. Shopping mall display can also be based on season, theme and other elements to add a series of props, but must be with the display of goods. For example, the Spring and Summer Festival should adopt medium-sized or cold colored props, giving a fresh and lively feeling. For example, green, blue, autumn and winter use some warm colored props, such as red, orange, give a warm, warm feeling, but also can be arranged with a series of props related to corporate culture. Models can wear some accessories, such as bags, shoes and wig, to make them more humanized and visualized.
This paper mainly studies the display design of Chinese and Korean brands of women's clothing stores, and then puts forward their similarities and differences, and puts forward the areas that can be improved.
This paper consists of five parts: the first part is an introduction. It mainly describes the research background, research significance and the history of clothing display in China and South Korea; the second part is the theoretical background, discusses the concept, purpose and function of store display in detail. The third and fourth parts are the core of this paper. The third part is about the market survey of one representative department store in China and South Korea. Each of the selected department stores pays more attention to the display design of the stores and aims at nine brands whose consumers are young women. This chapter mainly investigates the space composition, color matching, lighting type and prop design of the stores in China and South Korea, and then finds out the similarities and differences between them by analyzing the contents of the survey. The fourth part is a questionnaire survey on the results of the market survey in the third chapter, which raises 20 questions: investigation of China and South Korea elimination. The fifth part is the conclusion, which is drawn through the experimental research method.
It is hoped that this paper can guide the exhibition design and brand image of the major clothing brands in China, and fill in the blank of the comparison between the display design of clothing stores at home and abroad.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J53
本文编号：2184876
[Abstract]:With the rapid development of the garment industry, the store display design has become more and more important, and gradually become the focus of attention of the garment industry. A successful store can reflect a brand's personality, style and understanding of culture. As a powerful "weapon" for product promotion and cultural dissemination, store display design has begun to play an increasingly important role in terminals. Displays in different countries and cultures will also be different.
Shopping mall display plays a very important role in the display of the store, the image of the store and brand image in the terminal are sold to consumers through this window, the store display creativity and exquisite, is the main factor to attract customers into the store, some people say: the store is the eyes, we usually say the eyes are the window of the soul, and Shopping style and clothing display is an effective stage to push the store and product image to the consumer's attention. Domestic brands are constantly developing. Shopping and updating in stores are synchronized with clothing band delivery time. Fair display is a silent advertisement for clothing brands, like some international brands on the market display, always unique, directly for their own brand products to create a perfect brand image.
Shopping mall display is the main window of the whole store display, so we need to consider the color system, style, themes of unity. Shopping mall display generally to the season best-selling money, the main color should choose bright and bright. Shopping mall display can also be based on season, theme and other elements to add a series of props, but must be with the display of goods. For example, the Spring and Summer Festival should adopt medium-sized or cold colored props, giving a fresh and lively feeling. For example, green, blue, autumn and winter use some warm colored props, such as red, orange, give a warm, warm feeling, but also can be arranged with a series of props related to corporate culture. Models can wear some accessories, such as bags, shoes and wig, to make them more humanized and visualized.
This paper mainly studies the display design of Chinese and Korean brands of women's clothing stores, and then puts forward their similarities and differences, and puts forward the areas that can be improved.
This paper consists of five parts: the first part is an introduction. It mainly describes the research background, research significance and the history of clothing display in China and South Korea; the second part is the theoretical background, discusses the concept, purpose and function of store display in detail. The third and fourth parts are the core of this paper. The third part is about the market survey of one representative department store in China and South Korea. Each of the selected department stores pays more attention to the display design of the stores and aims at nine brands whose consumers are young women. This chapter mainly investigates the space composition, color matching, lighting type and prop design of the stores in China and South Korea, and then finds out the similarities and differences between them by analyzing the contents of the survey. The fourth part is a questionnaire survey on the results of the market survey in the third chapter, which raises 20 questions: investigation of China and South Korea elimination. The fifth part is the conclusion, which is drawn through the experimental research method.
It is hoped that this paper can guide the exhibition design and brand image of the major clothing brands in China, and fill in the blank of the comparison between the display design of clothing stores at home and abroad.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J53
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相关硕士学位论文 前3条
1 周睿;服装商品陈列中色彩的研究[D];天津工业大学;2008年
2 段莉娟;色彩营销在服装营销中的运用研究[D];江南大学;2008年
3 曾超华;服装品牌终端卖场陈列色彩之探究[D];北京服装学院;2010年
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