Research On The Effects Of Clothing Stores Display On Brand

Although the world economy is generally in a state of recession, China’s the nationaleconomy has been in a steady and rapid development trend, this makes the domesticindustries of our country grows vigorously. As one of the basic condition of human survivaland life, the garment industry maintains a powerful momentum of development, is plays animportant part in national economy and is also the pillar industry. With the rapid progress ofthe economic globalization, China’s garment industry bear the impact of the internationalclothing brand, at the same time, has to face the huge change in apparel industry. Nowadays,with the rapid development of the Internet and mobile Internet, the traditional shopping is notthe only way in which consumers choose shopping, e-commerce and mobile e-commerce iscarved up the apparel industry market share. How to integrate their resources, adjustindustrial structure, promote industrial upgrading to deal with the impact of the internationalbrand and the impact of the e-commerce, is the issue all clothing enterprises need to considernow.So fierce in the competition today," Control Terminals " is the key to seize market shareto the clothing enterprises. Domestic garment enterprises have also to raise the level ofproduct design and development, cooperate with international well-known clothing designer,strive for reaching in line with international standards; The clothing enterprises are alsoactively adjusting the terminal shop decoration, launching new image, improving the brandimpression in the consumers’ mind, in order to improving the brand awareness; At the sametime, the clothing enterprises also increase the investment in terms of terminal services,improved the quality of service,"Water Service","VIP Exclusive" is no longer a fresh word,the service quality of domestic clothing brand is close to the level of international’s. Exceptthe store Decoration, store display also plays an important role in the respect of beautifyingclothing stores image and improving the clothing brand awareness. But most domesticclothing brands ignore store display, do not conduct depth and scientific research, lead to clothing brand does not enjoy much prestige, Store sales performance is poor, at adisadvantage position in competition with international brand. It is extremely urgent toarouse clothing brand attaching importance to stores display and improve the level ofdomestic clothing brand stores display. In this paper, through consulting a large number ofliterature and news information, the author integrates the methods of enterprise practice andmarket research, combines theory and practice, confirmed the important role of stores displayfor the clothing brand development with the case. Thesis research is mainly divided into thefollowing four steps:Step1: Through consulting a large number of literature and focusing on the newsinformation, this part discusses the theoretical research of the clothing brand development,expounds the present situation of clothing brand in China, mainly discusses the existingproblems in the development of China’s clothing brand and the correspondingcountermeasures.Step2: Through combining clothing display theory knowledge with clothing brandcompany internship experience, studying on application of clothing stores display, this partintroduces the content and the commonly used methods of clothing display.Step3: The practice company and its brand were introduced in detail, this partintroduces the brand display standards, simple introduces the product planning in the summerof2013, introduces the display work for researching the practical case.Step4: Combining theory with practice, this part analyses and adjusts the display in astore of the brand, finally, through analysis the date of entering rate, touching rate and tryingrate, the paper confirms that the clothing stores display plays an important role on clothingbrand development.