Research On Visual Merchandising Strategy Of Current Online Celebrity Brand

The development of mobile Internet technology has promoted the rise of online celebrity brand.As a marketing strategy,visual merchandising has gradually shifted from the application of offline clothing industry to online,and has been widely used in online celebrity brand market.However,the emergence of a large number of brands in online celebrity is accompanied by the phenomenon of "short-lived".How to formulate correct marketing strategies for brands with the help of visual merchandising is a problem that needs to be considered in the process of brand development in online celebrity."Liziqi",as the best brand in online celebrity,cannot spread its brand without the formulation of visual merchandising strategy.Taking "Liziqi" brand as the research object is of great significance to the future development of online celebrity brand and the optimization of marketing strategy.Based on the theories of online celebrity brand and visual merchandising,this paper firstly analyzes the market environment,consumer groups and development status of online celebrity brand,and summarizes the problems existing in the development of online celebrity brand.Then,taking the representative and influential online celebrity brand "Liziqi" as an example,on the basis of data collection,network observation and participation in practice,this paper analyzes its short video visual merchandising strategy from three aspects: communication content,visual language and communication channel.This paper analyzes the visual merchandising strategy of "Liziqi" brand product packaging from the aspects of logo,color,visual elements and packaging style.Finally,through thinking about the strategy of "Liziqi" brand visual merchandising,this paper summarizes the value and significance of "Liziqi" brand visual merchandising,and the direction that its brand visual merchandising strategy needs to be optimized,and designs and practices the development of its brand IP derivatives to explore the application value of visual merchandising in the development of online celebrity brand communication.