Discussion and research on the significance of visual marketing in brand clothing

李治民

Abstract：Since the 1990s，visual marketing strategies have been introduced into the clothing industry. The biggest purpose of visual marketing is to strengthen the connection between products and consumers，so as to finally achieve sales. Under the new economic environment，visual marketing strategy is of great significance to the development of brand clothing.

Key words：brand clothing brand image visual marketing

1 .Overview and content of visual marketing

Visual marketing is a visual experience;Refers to the use of visual to achieve the purpose of product marketing or brand promotion. Visual marketing through the display of technology and unique artistic form to express and create the product in the store space form beauty，visual beauty，organic commodity，store space harmoniously unified together，so that customers have the impulse to buy，and highlight the beauty of the product. Visual marketing is an important means to form differences and participate in competition.

Consumers from simple shopping process，evolved to the process of shopping taste and interesting pursuit. The traditional way of selling and the undifferentiated marketing are no longer suitable for the change of market environment and the needs of consumers. Visual marketing is an important way of international brand sales. With the accelerated process of production globalization and trade globalization，the sales mode of international brand apparel industry has gradually been attached importance to by the domestic apparel industry.

2. The role of visual marketing

The so-called brand is by no means simply a brand symbol. Consumers' favor and pursuit of the brand are more concerned about the cultural connotation，humanistic feelings and brand image behind the brand. For example，Adidas，as an international brand，has developed its brand apparel from the aspect of sports shoes. In the stores of Adidas，the classic logo of Adidas is skillfully used in the store decoration，sports star posters，youthful vigor colors and other sports elements are reasonably used in the store display and layout.

Visual Marketing is through a variety of aesthetic effect，with the best way to show the effect of the product. In particular，the characteristics of the style of clothing，advocating the concept of dress aesthetics，brands are seeking their own unique style，visual marketing is to strengthen the specificity of the product to show，to leave a profound impact on consumers. Visual Marketing is the integration of store design and product design.

3. Visual marketing strategies and principles

Brand image includes brand feeling，brand cognition and brand association. The so-called brand image is a complete system，first is the product itself，second is the product perception means that some visual communication，and finally the brand perception environment.

An important indicator of a brand's quality is its ease of identification. After the era of image，positioning and personality，brand building has entered the era of brand recognition. Brand must be loyal to its brand recognition，in order to firmly grasp the largest marketing resources.

For consumers，in the terminal stores of brand clothes，what attracts them is not only the product itself，but also the role of the environment. The display of the clothes in the store and the display of the cabinets make consumers get a good shopping fashion experience，and can also make consumers associate their own image according to the matching image of the terminal store of the brand clothes，thus stimulating consumers' desire to buy.

A store is a spatial concept that connects merchants and consumers. It is the place where brand clothing is sold. The style of the store depends on the connotation of the product，and the connotation of the product also needs the style of the store to foil. A lively and interesting shopping environment can arouse consumers' shopping experience.

4. Domestic brand clothing to strengthen the visual marketing ideas

Visual marketing clearly requires，through frequent update of visual image，consumers always have a sense of freshness，to understand the most popular fashion trends. For example，Li Ning and Jordan，two major domestic sportswear brands，are neck and neck in terms of apparel quality，while Li Ning has more market share than Jordan in terms of apparel brands. Through investigation and research，Li Ning's new product design，promotion cycle is short，can attract the attention of consumers through a variety of different visual marketing means. Jordan not only lacks innovation in new product design，but also lacks strength in the use of visual marketing. The new product display area in its exclusive stores is updated at a slow speed，which cannot bring freshness to consumers.

The visual marketing of clothing brands needs to be realized by means of color collocation. In order to highlight good visual effects，lighting，props and other external environment Settings need to be combined. For example，red and yellow background Settings can highlight the brand's vitality and enthusiasm，suitable for sports brand clothing;Black，blue and white background design is suitable for business clothing brands. Through studying this culture，we can accurately grasp the psychology of consumers and guide them to complete the consumption process.

Conclusion：in the information exchange and information dissemination convenient today，strengthen the brand clothing visual marketing strategy，with artistic will fully display the characteristics of the product to attract the attention of consumers，win the favor of consumers. Through the artistic charm of visual marketing，the game of brand image is carried out to maximize commercial interests.