Research On Display Of Shanghai Designer Brands Women’s Clothing

As the global economic integration, a large number of international brands come into the Chinese market bringing a wide variety of clothing for Chinese consumers. At the same time, international brands have brought the huge impact and pressure of competition to China’s clothing brand. Consumer’s standard of living is increasing day by day, the demand for clothing is not only confined to the basic requirement of warm, but pay more attention to the beauty of clothing,as well as to the clothing brand culture connotation. In Chinese clothing market many problems are exciting, for example:lacking of brand culture, brands similarity, brand life is short. In the international and domestic clothing market environment, and the influence of transformation of the consumer demand, the Chinese designer brands received welcome and recognition of consumers. Chinese designer brands have brought a new style for new China’s garment industry. Chinese designer brand is different from the previous Chinese clothing brand, it is a clothing brand that is created by the designers. designers had a great influence on the style of the brands, brand emphasis on design originality, pay attention to the cultural connotation. The characteristics of the designer brands had brought new direction for the future development of Chinese clothing design, it is of great practical significance.Designer brands emphasize the unique brand personality and distinctive style in all aspects, spreading their brand culture. In the terminal display of brand, Designer brands also try to communicate own brand style and brand culture to the consumer’s. Because many types of Designer brands, this paper only to make the Designer brands that sale women’s clothing in Shanghai department stores as the research object. through the consumer’s perception experiments of Shanghai designer women’s clothing display, to analyze and research Shanghai designer women’s clothing display.This paper based on cognitive psychology. Through the consumers’perception experiment of Shanghai designer brands women’s clothing, this paper analyze the current situation of Shanghai designer brands women’s clothing display from the perspective of the consumer. First of all, according to the brand awareness and brand style two standards to select representative Shanghai designer brands women’s clothing, and through the field research obtain case brands display image information firsthand. Secondly, carding display elements of the related research results, Select basic element of clothing display in this paper. based on the above work, using research methods of questionnaire investigation, proceeding consumer’s perception experiment of Shanghai designer women’s clothing display. Finally, collecting the questionnaire, and analyze the experimental data. Study conclusion is following:The priority of this experiment questionnaire investigation object is women, people aged20～30is largest. People’s degree is higher than "specialized subject" is the largest. Monthly income mainly concentrated in4000～8000yuan of the middle class; Professional mainly by company employees, company management, state-owned enterprises or institutions personnel as the main body. Combining the analysis of the selected case brand’s target consumers, we can learn about that the body of the questionnaire investigation object crowd in case brand positioning and characteristics of target consumers, the experimental results of the questionnaire can be reference.Shanghai designer brands women’s clothing display in four aspects:basic lighting, accent lighting, roof and floor reflect brand style level is not high, Especially in the performance forms of roof and floor is too traditional and monotonous, failed to break the limitation of traditional thinking, through the personalized design make brand shop style. Shanghai designer brand women’s clothing can effectively communicate the brand style to consumers, through four aspects: display props, POP posters, configuration, props, door head logo POP poster is slightly less than in terms of material performance and application. Shanghai designer brands women’s clothing display in exterior, interior, models three aspects to show the different levels, on the whole outer walls, interior walls, models can reflect the style of the brand, part of the brand in terms of exterior wall, interior wall, models of design and not enough attention, reflect the degree of brand style is not obvious.This paper from the perspective of consumers research and analyze Shanghai designer brands women’s clothing display. This paper for Shanghai designer brands women’s clothing how to by display effectively communicate to the consumer brand style, make brands stand out in the same brands, deeply rooted in the hearts of the people provide certain reference significance of reality.