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2010 Asia-Pacific Conference on Information Theory (APCIT 2010 E-BOOK)

Xi'an,China,10.1-10.2,2010

ISBN: 978-1-935068-47-1 Scientific Research Publishing, USA

E-Book 506pp Pub. Date: November 2010

Category: Computer Science & Communications

Price: $80

Title: The Analysis on the Development of Apparel Visual Merchandising in China
Source: 2010 Asia-Pacific Conference on Information Theory (APCIT 2010 E-BOOK) (pp 362-369)
Author(s): Yongli Song, Institute of art and fashion, Tianjin polytechnic university, Tianjin, China
Xue Wang, Institute of art and fashion, Tianjin polytechnic university, Tianjin, China
Abstract: Someone said that garment is the second skin and another kind of language and love for ladies. Garments not only bring excellence and beauty to the world but also bring continuous stream of wealth to the merchants. ZARA once put forward a market planning idea which allows customers to buy high-quality and low-price goods while in a superior environment. Benetton applies a marketing strategy which uses an outstanding arrangement of goods in different colors to create a visual impact in the store, which arouses consumers’ desire to buy the products. Through these examples smart merchants in China discovered that visual merchandising had become the new “Sunday punch” in nowadays marketing competition. Meanwhile, they also realize that simple exhibition of goods can not meet the demand of the terminal market anymore. Besides, all brands need to possess their own visual merchandising styles and endless imagines that can attract consumers’ attentions. This article analyzes and compares the development of visual merchandising strategies at home and abroad. After the analysis and comparison, the authors find out some problems in the apparel visual merchandising of China and put forward their own suggestions on how to solve these problems and realize the harmonious coexistence of fashion and art.
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