Study On The Use Of Color Marketing In Fashion Merchdesing

Color marketing is a relatively new concept of marketing in China. As fashion marketing is concerned, color marketing is a method of marketing with low cost and high efficiency. The use of color marketing is of high importance for fashion enterprises to the fulfillment of marketing. The essay is focused on the research on the use of color marketing and has a thorough discussion on the use and implementation of color marketing in the process of fashion marketing.The essay mainly takes the methods of multi-subjects, comprehensive, theory-to-practice and investigation analysis in the process of research. Through the discussion on the use of color marketing in different segments of fashion marketing and the discussion on how fashion enterprises make and execute the plan of color marketing, the essay would provide some advices and guidance for fashion enterprises to the use of color marketing.The research proves that fashion enterprises should make use of color marketing in different segments of fashion marketing, such as the determination of visual image of fashion brands, the subdivision, orientation and extension of fashion brands, fashion display, fashion package and fashion advertisements, based on the functions of color of signal and emotional expression. In the process of implementation of color marketing, fashion enterprises should have an emphasis on the market investigation and the establishment of information system of color marketing. As the determination of color marketing plan is concerned, it should be built on the demands for color of the target consumers as the base, the demands for color of the target market as the premise, the popular color as the reference and the demands for color of fashion enterprises as the guidance. Also in the execution of the plan of color marketing, fashion enterprises should play importance on the harmonization between the whole and the parts, also between the current effect and the long strategy.