Study On Window Display Of Women’s Dress Between Middle And High-end Market Based On Consumption Psychology

Window display gives the overall image of the clothing store to the consumer at the first sight,It has a important role in the field of visual marketing.However,the window-display of the domestic women clothing ignore consumers psychology,instead they tend to pure artistic expression.only "the consumer oriented" window display can attract the attention of consumers better,to achieve the purpose of promoting the brand culture and the extension of sales,so treat the psychology of the target group as a starting point to explore the window show has important theoretical value and practical significance.This research is based on the high-end women’s window display,treat the psychology of the target group consumer as a starting point for research.According to the differences between different countries,regions,national and habits,the style and method of the window display has its own characteristics,so the window can be divided into American style,British style,Swiss style and Italy style.Based on the literature research,the article summarized many window display factors which have influence on the target group attention,combined with survey,the final extraction of the display window elements,including the theme of goods,collocation products,atmosphere props.On this basis,according to the "stimulus-response" model,a high-end women’s display system is built on the basis of consumer psychology,and put forward three hypotheses about the relationship between the high-end women’s window display and the target consumer group.In order to verify whether the hypothesis is set up,take the method of real shooting or reference,select four different types of high-end women’s brand shop window photos,totally there are 27 pictures.Use the eye tracking experiment to explore the area of consumer interests.Use SPSS to verify the hypothesis which is the time of fixation,the first time to enter into the moment,the number of fixation,the number of entry,and the fixation rate.Experimental results show that: in the American style,the most attractive is not the goods,but the atmosphere props,which is a major feature of American style.Consumer likes the widow which has a clear theme,simple package show,even there is a large American style brand LOGO in the window.In the British style,the theme products and the ancillary products attract the consumers better,consumers love warm suit show,and practical products to create a life scenes of the British style window.In the Swiss style,theme products attract the consumers most.Consumers love the window that can create a vivid image of the Swiss style which has theme merchandise display,auxiliary products is warm colors,fashionable collocation type product.In France and Italian style,the theme of commodity has preference rate and the strongest attraction.Consumers love posture changeable head models show elegant dresses,love coats and temperament which use bag ornaments,shoes as commodity.In order to verify the rationality and effect of the experimental results,the empirical analysis of 4 different styles of window image is selected.The results show that the proposed design is reasonable and effective.This paper puts forward the relevant suggestions for the high-end women’s window display design.