A Research On The Influence Of Fashion Photography On Consumer Brand Preference

Fashion photography plays an increasingly important role in the promotion of clothing brand value,and also plays a crucial role in the development of visual transmission of traditional media and new media.Previous studies on fashion photography have mostly focused on the visual language and expression style of fashion photography itself.However,this paper will study the influence of fashion photography on brand preference of consumers of fashion brands,and discuss the process of the influence transmission of the performance characteristics of fashion photography on consumer brand preference.By exploring the relevant influencing factors of consumer brand preference,the planning of fashion photography of fashion brands and the photography work of fashion photographers can play a theoretical guiding role,thus achieving the effective implementation of practical work.The research in this paper adopts the methods of literature collection,questionnaire survey,etc.to conduct qualitative and quantitative analysis.The research process can be divided into three parts.Firstly,the relevant theories of fashion photography are introduced,the value and significance of fashion photography for clothing brand image are combed,and the performance characteristics and visual factors of fashion photography are studied and summarized through literature collection.Secondly,mainly through the theoretical construction of the communication process of the advertising communication effect theory,the possibility of the correlation between fashion photography and consumer attitude is established.Then,the related theory of brand attitude is studied,and the double intermediary influence model with high fitting degree is selected as the theoretical research model of this article,and the consumer's brand attitude is studied based on this.The third part is the empirical research part of this paper.The empirical research part is roughly divided into two research processes.First,the case selection of fashion photography for clothing brands and the importance investigation of fashion photography on the visual factors and performance characteristics of fashion photography conducted by 12 experts and scholars and relevant professionals in the industry are selected to screen out more important visual performance characteristics and measurement items affecting visual factors,which are used to further explore its influence on brand preference of fashion photography.Secondly,the evaluation and analysis of the characteristics of the fashion photography pictures selected by the case are carried out,and three groups of fashion photography pictures with the strongest performance characteristics are selected as the reference for the example pictures of consumers,so as to study the strength analysis of different performance characteristics on consumer brand preference.The analysis software is SPSS24.0 and AMOS23.0,mainly using descriptive statistics,reliability,exploratory factor analysis,confirmatory factor analysis,structural equation model and hypothesis verification analysis methods for empirical testing.Finally,the result of verification shows that fashion photography has a positive impact on consumers' brand preference,of which conceptual impact is the most obvious,followed by fashion and artistry.According to the results of the study,some pertinent conclusions and suggestions are put forward for fashion photography visual planning of clothing brands.The research conclusion can effectively provide reference significance for clothing brands in the field of visual merchandising,establish a multi-faceted communication channel between clothing brands and consumers,and enhance the market competitiveness of clothing brands.