Research On Visual Marketing Of Silk Clothing Brand Based On Female Image

The upgrading of women’s consumption concept has brought about changes in women’s lifestyle and aesthetic culture,especially in the research and application of image shaping in the field of women’s economy.The transformation of female consumer culture has spawned many new business models and brought new opportunities for silk clothing brand upgrading and its visual marketing innovation.Traditional silk clothing brands focus more on how to promote the functional characteristics and traditional cultural connotations of products,while the relevance between the brand and contemporary female consumers is neglected,and the visual marketing of silk clothing brands lacks pertinence,substitution,and association.Therefore,silk clothing brands can explore the development direction of the brand through research on women’s consumption and image-shaping needs to empower the visual marketing of silk clothing brands with brand-female image shaping and upgrade the visual experience in the process of brand information transmission,establishing a stable and sustainable emotional relationship with consumers.First of all,this article has studied the related literature of brand visual marketing and female image shaping,and sorted out the basic strategies,operating mechanism and application value of current female-related brand visual marketing,and provides a theory for the research of silk apparel brand visual marketing;Secondly,it did the market research on the application status of silk brand visual marketing from the three consumption scenarios of e-commerce terminals,offline stores,and social media,and further analysis of the application of female images in silk brand visual marketing,concluded the ways of shaping the female image of silk brands in different consumption scenarios;Subsequently,it conducted a questionnaire survey of industry experts and female consumers,analyzed the relationship between the factors that shape the female image of silk apparel brands,and further conducted user interviews to the core consumers,summarized the needs of female consumer image shaping,and turned them into design opportunities.Finally,under the characteristics of different consumption scenarios,the visual marketing strategy innovation and practical innovation of silk apparel brands are carried out.This article summarizes the problems of silk clothing brand visual marketing in theoretical research,market research,and user research under the study about silk clothing brand visual marketing innovation strategy based on the shaping of female images.Four strategies are proposed: feminine brand visual marketing method design,targeted brand visual marketing content creation,immersive brand consumption atmosphere creation,and sticky brand-consumer relationship-building strategies.In the innovative practice of silk clothing brand visual marketing,the innovation strategy is combined with brand positioning to systematically innovate the visual marketing of silk clothing brands.Through the strategic innovation and practical innovation of the visual marketing about specific silk clothing brands,we hope to find a visual marketing model that domestic silk clothing brands can learn from.