The Comparison Between Chinese And Korean Visual Presentation Of Fashion Shops

In the rapid developing clothing industry, visual presentation is getting more important. A successful visual presentation can show the brands character, style and companies culture. In the increasing of the fashion brand competition, visual presentation is the key factor of marketing promotion to spread out their own brand culture.When the visual presentation is creative and exclusive, it will be more attractive for the customers. Chinese fashion brands is developed, so their visual presentation in the store is getting more powerful. Good visual presentation makes better store atmosphere and brings better image to the customer. It is easy to know that global fashion brands are focused on their store's visual presentation, which is unique and creative. Store display is the main window shows the corporate image, so it is need to consider the unification of color, style, and theme. Usually, the best selling items will be displayed on the window; and the color should be bright. Also, according to the season, subjects or other elements, some props can be added but need to suit the goods on display. For example, in spring and summer, medium or cool color should be adopted, which is giving fresh feeling, such as green, blue. In autumn and winter, warm colors should be adopted, such as red, orange, etc., giving a warm, cozy feeling. Further, some props which related to company culture can also be arranged. If it is allowed, the model in the window can wear some jewelry, such as bags, shoes, wigs, etc., to make it more user-friendly, visualization.This thesis is through the study on the design of the visual presentation in China and Korea brands of women clothing to point out the common points and differences, and suggests the possible improvement.This thesis is consisted with five parts:The first part of it is introduction. It gives a general description on the background, meaning and the history of Chinese-Korean visual presentation. The second part is theoretical background, it specifically discusses the concepts, purposes, impacts and principal of visual presentation and it also divides window display into four divisions (Space, color, lightening, tools). The third and the fourth are the core parts of this thesis. The third part contains an experiment of selecting one department store out of all the Chinese and Korean department stores respectively. Next is selecting 9 different brands that represent young females as objects to conduct the research.This part is mainly studying on the space composition, color, type of lighting, props and design on the store visual presentation in China and Korea, and then analyzes the commonalities and differences. The fourth part is the market survey results of the questionnaire based on the third part, and 20 questions are raised. To study whether China and Korean consumers are satisfied with the visual presentation in their countries, and to know what kinds of display they prefer, and then making suggestions for improvement.. The fifth Part is the conclusion, through the experimental research method to make conclusions and suggestions.This thesis can guide the design of visual presentation and establish of brand images for the clothing brands in China.