基于生活方式与视觉营销下的服装卖场设计  

Designing fashion stores from standpoint of lifestyle and visual merchandizing

作　　者：金晨怡[1] 

机构地区：[1]温州大学美术与设计学院,浙江温州325035

出　　处：《纺织学报》2011年第2期121-126,共6页Journal of Textile Research

基　　金：温州市科技局项目(R20090007)

摘　　要：随着国内服装业的竞争加剧,服装终端卖场已经成为服装品牌核心竞争力的要素之一,服装市场营销为适应现代生活方式下多元化发展趋势,作为营销终端的服装卖场也进入到视觉营销时代。从现代生活方式的产生背景入手,系统分析了生活方式的发展趋势,并提出了在现代生活方式下的视觉营销策略。通过对人性化、意境化及风格化服装卖场设计研究得出,在现代生活方式下的视觉营销中的服装卖场设计应该以消费者需求为品牌驱动模式,引导消费者将注意力集中在品牌体验上,通过有效创新的展示与陈列手段,营造一个吸引消费者且具有各种功能和审美等综合体验的销售环境,使服装品牌的投入实现市场营销的最大效益。With increasing competition of domestic apparel industry,fashion terminal store has become one of the core competitiveness of the fashion brand.To adapt to the diversified developing trends of modern lifestyle,the fashion marketing,as a marketing terminal,has ushered in the era of visual marketing.Starting from the emerging background of modern lifestyle,this article systematically analyzed the developing trend of lifestyle,and presented the modern visual marketing strategy suitable for the modern lifestyle.Having studied the fashion store design in terms of personality,mood and environment,and style,it is suggested that visual marketing of fashion stores be brand-driven to cater to consumers′ demand and guide consumers to focus on brand experience.A multifunctional and aesthetic sales surrounding through effective and innovative arrangement and display are created,achieving maximum benefit via brand display.

关 键 词：服装 生活方式 视觉营销 卖场设计 

分 类 号：F768.3[经济管理—产业经济]