A Study On The Image Brand Design Of Current Fast Fashion

In the past few years, with opening grandly of ZARA and H&M shop in China, fast fashion become popular word and fashion mark gradually in China. This paper makes a systematic study of globally popular fast fashion brand and improves further the development space of China clothing industry.First of all, this paper elaborates definition and brand characteristic of fast fashion, makes deeply research of current fast fashion brand and explores the immanent cause and historical background of evolving sharp brand characteristic; Secondly, this paper makes a concrete analysis of fast fashion brand image from the distinctive visual expression methods, such as cultural connotation, visual transmission and display design and demonstrates clothing terminal visualized effect planning's important function for improving brand image; Finally, this paper makes a study of the successful development of fast fashion typical brand ZARA,H&M and indicates they not only have good marketing strategy but also, More important, adopt immanent brand operation method to grasp consumer demand. As a result, they can gain a firm foothold during intense market competition, expand brand value space and improve their competitiveness in the global markets. For these aspects, domestic clothing enterprises can learn and extract from them.