On The Problem Of The Visual Marketing In Domestic Clothing Brand

Basing on the current situation of domestic garment industry, this paper will analyze the main reasons why Chinese apparel brands are not able to grow to be international brands in twenty years of brand development. Although the reasons for this situation could be various, one of the most significant factors is undoubtedly the ignorance of the terminal visual marketing system which is of great influence to clothing marketing. Having entered the era of brand competition, the garment industry cannot no longer only depend on the influence of some fine and inexpensive products and the commercial advertisements to asses the commercial success in the terminal stage of the store, because with the drive of integrated marketing thoughts, the domestic garment industry urgently demands an all-round terminal system consisting of such marketing elements as products, brand culture, marketing strategies and so forth. Therefore, the visual marketing system, a component of this all-round terminal system, has become more and more important due to its integration of products, culture brand, and visual promoting, etc.This paper first discusses the motivation, purpose and significance of the subject, present the concept, origin, role and study scope of the visual marketing, and analyses the well-known international clothing brands on the base of the international and domestic situation of visual marketing. Secondly, when compared with the visual marketing status of international clothing brands, many impending tough problems was discovered in the visual marketing of domestic brand, especially in the display of a store which is the most important component of the visual marketing. (These problems are significant bottlenecks that are now precluding the domestic clothing brands from leapfrogging into the field of world famous clothing brands, and also reflect the important parts that have been overlooked in the government-oriented projects of creating world-class brand names since 1996. These problems received great awareness of the managers in garment industry on the 2006 China International Fashion Fair. Meanwhile, the approaches to solve those problems have been widely discussed and explored in garment industry circle.) Thirdly, ten problems are presented in the visual marketing of domestic brands through the comparison with the international visual marketing trends. Finally, some personal suggestions are provided to solve the problems.