谈服装品牌中的视觉营销策略研究

一直以来,视觉营销仅仅被作为市场营销层面上一部分销售技术的总和。而在品牌竞争日趋激烈的今天,顾客的注意力就是企业的效益。视觉营销不再只被作为一种实用的技巧,而是被看作一项重要的营销策略、一个完整的系统工程,贯穿品牌整个运作过程的始终。视觉营销策略作为企业有效竞争力,已经成为服装品牌企业在新竞争环境下的新的营销战略思想。

Study on Visual Merchandising Strategies in Fashion Brands

For long time, visual marketing was only the summary of parts sales technique at the layer of market merchandising. Nowadays brand competition became intense day by day, customers attention was the point of enterprise concern. Visual merchandise was believed not only to be a practical technique, and but also to be one important marketing strategy, integrated system engineering, and run through the whole brand operation process. Visual merchandising tactics, which was beneficial for competition, had become the source of new sales strategy for clothes brand enterprises under new competition environment.