Research On The Design Of Brand Clothing Store In Female Consumption Psychology

With the transformation of China’s economy, specialty stores which are regarded as the main place of retailing market occupy an important position. With the improvement of living equality, people’s consumption psychology and shopping behavior have new demands, psychological feeling of store display is valued more.With the arrival of "Her Century", in order to offer female customers a relaxed, joyful and comfortable commercial environment and lead females to have reasonable consumption, the accurate understanding of females’ consumption psychology and the research of the design of brand monopolized shop based on this psychology are needed. Putting the concept of females’ consumption psychology into specialty store display design and using this idea to conduct the design practice can build a store display environment that is not only for shopping. This is meaningful for both theory and practice.This paper will investigate from the basic concept of female consumption psychology, putting the basic correlative theory into the design practice. Researching the subject that how to construct the display environment which could satisfy customers’ consuming behavior and consumer psychology with the guidance of scientific theory and analyzing methods. This paper mainly includes three parts. Firstly, it will analyze and investigate the female consumer psychology, the dimension of female figures and visual perception through author’s field research, summarizing the characteristics and regular patterns of female customers’ feelings. Secondly, studying from the form language of display space, giving examples and presenting the relevant theory of branded garments specialty store display design. Thirdly, it will analyze the relationship between female consumer psychology and the forming element of store exhibition, combining the theory and practice to promote the theory of female consumer psychology into practical use. At last, it will list the projects which the author participate in and give analysis combining with the relevant content of female consumer psychology.For the above analysis, this paper attempts to explore the practical application through a combination of theory and test the characteristics of the psychology of female consumers. It is hoped that this paper could be a valuable reference for the future store display design work.