Research On The Lingerie Shop Display Based On The Visual Merchandising

Along with the high-speed development of China’s economy and increasingimprovement of people’s life, the public further concerns about the quality of life,particularly for women. With a higher independent and self-reliant status in modernsociety, women consumers’desire for better self-image grows in intensity. Underwear,as necessity for women, can not only protect bosom, but especially groom female’sbody curve so that provide women consumers more healthy and confident feature.Such desire for underwear has turned underwear industry a rising industry with strongvitality and developing space.Visual Merchandising, an emerging marketing theory system developed alongwith global commercialization, is gradually being significant on productsgeneralization and sales. Fashion visual merchandising is a marketing methodologythat could move and attract consumers via creative visual and spatial art based onsystematic, novel, and beautiful products exhibition so that promotes sales. This paperdetailed investigates the sales field of underwear rely on Visual Merchandisingstrategy through the following six aspects.The first part introduces the development of underwear industry and the historyof visual merchandising. Accordingly, the author analyzes the current situation ofChina’s underwear industry and the developing trend of visual merchandising ofunderwear sales field, and thus confirms the meaning of underwear sales field displayguiding theory on underwear marketing.In the second part, the author deeply analyzes the functions and influence offashion visual merchandising on marketing campaign through the elements, functions,principles, and the relations with fashion display of fashion visual merchandising.The third part, including a field survey to China’s underwear sales fields,summarizes the current situation. It illustrates the special features of underwear salesfield and the specific causes that affect the underwear sales field, paving the path ofcoming strategy.Relying on large amount of example analyses, the fourth part conducts a detaileddiscussion on China’s underwear sales field display on the aspects of improving brand awareness, strengthening sales field inducibility, and promoting joint sales.The fifth part, beginning with exhibition strategy of China’s underwear salesfield, does a comprehensively investigation on combination methods of underwearproducts, artistic topic exhibition of sales field products, distribution of sales field,design of generatrix, and construction of compositive environment.Starting from the fashion visual merchandising, the sixth part conducts designsof underwear sales field, and further figures out a systematic design. According tospecific sales field examples, the author detailed analyzes the following features:product assortment, decoration complement, distribution and generatrix, andcompositive environment,Finally, this paper constructs a design of underwear sales field, which is guidedby principal generatrix and then promoted by subtropical generatrix. Visual buffersare required for the distribution to improve the quality of sales field space.Contemporarily, further categorization is needed to make it convenient for themanagers to consider the consumers’ visual feeling and supervise it in the collocationand combination of products. Then relying on effective visual angle, the authorindicates that products should be combined in order of colors within49.5degree ofvisual angle. Also, the artistic theme should be designed reasonably on the basis ofdesign theme with visibility, unity, plasticity, and brilliance. In the end, the consumerswill achieve a confirmation of self-value on shopping because of the entireimprovement of the sales field environment. Meanwhile, the designer can also masterthe comprehensive information.In conclusion, this paper, based on fashion visual merchandising theory system,comparatively deeply analyzes and investigates the current situation of China’sunderwear sales field design. It emphasizes the example analysis, combines theconsumption psychology and visual feeling. Through such improvement of sales fielddesign, the author is willing to positively influence the market sales capacity ofChina’s underwear, and further promote China’s underwear industry.