The Impact Of Visual Merchandising Experience On Brand Attitude Of Underwear Brand Stores

With the advance and development of “Internet plus ",the integration of online and offline development has gradually become the mainstream brand product sales.Many traditional brands realize that in the new situation,some new sales models are needed to conform to the development of the times.There are many underwear brands in China’s underwear market,coupled with the popularity of the new micro underwear brands,and the competition in the underwear market is becoming increasingly fierce.Compared with many well-known international brands,the sales of local underwear brands in China are not very good,and the homogenization between brands and brands is serious.Consumers face almost no difference and new underwear brand entities shop,when choosing which brand shop,there is not much emotional dependence.So how to break the serious situation of this homogeneity,how to attract the attention of consumers,to improve the brand’s good sense,and to stimulate the purchase of consumers,is a problem that needs to be considered clearly by the underwear brand.This study confirmed the importance of underwear brand entity shop to underwear consumers through a large number of questionnaires before choosing the selected topic,so this research is aimed at the research of brand store of underwear brand.Through the investigation of the reference literature and the investigation of the underwear market,we hope that we can design the visual marketing experience for the underwear brand entity store from the perspective of experience,with a view to put forward some useful suggestions for the development of the traditional underwear brand market.This research combines the visual marketing theory with the experience theory,constructs the concept of visual marketing experience.Through the hypothesis and verification of the relationship between the visual marketing experience and the brand attitude,it proves that the visual marketing experience can effectively improve the attitude of the consumer to the underwear brand,and the visual marketing experience has a positive effect on the brand attitude.Influence.Moreover,in the entertainment,escaping and aesthetic sense of visual merchandising experience,avoidance has the most important influence on consumer brand attitude.Finally,according to the research results,we design the visual merchandising experience of the "Sunflora" brand store,and verify the feasibility of the design and scheme.It provides a reference for the related research of underwear brand entity store in the future.