A Study On Visual Image Design Of Fast Fashion Clothing Brand

With the development of the society and the change of people consumption idea,"fast fashion" clothing with its fashionable,affordable,fast characteristics are popular among consumers which arise from the "fast consumer goods".In recent years,foreign pioneers fast fashion brand ZARA,H&M,UNIQLO,C&A,targeting the Chinese market in our country has been a huge success in the clothing market,in this situation,the Chinese local clothing brand wake up to the huge advantage of fast fashion brands,also gradually began to create a new fast fashion brand or transformation from traditional clothing brand.Under this circumstance,in addition to the foreign production of fast fashion brand and management pattern for reference,the excellent visual image design has become China "fast fashion" brand object to follow.The study is based on visual image design of fast fashion clothing brand,to pioneer international fast fashion brand with China local fast fashion brand two viewpoints,in the study of domestic and foreign related literature material and on-the-spot investigation,based on the selected representative foreign and Chinese fast fashion brands case in the Chinese market sales to analyze,and proceed to compare between the two sides,thus preliminarily concluded that the visual image design of Chinese and foreign fast fashion clothing brand consistency and diversity characteristics,at the same time,through the way of questionnaire,to amend,supplement of the known conclusion,finally find out some existing problems of the Chinese fast fashion brand and puts forward some feasible Suggestions accordingly.The study is divided into seven parts,the first part is the overview,mainly includes the research purpose and significance,the research status both at home and abroad,research contents and research methods and the research in this paper,in the light of some important concepts defined.The second part is the fast fashion brands and brand visual image,here mainly for fast fashion brand and brand visual image of the further introduction and the related contents of the explanation.The third part to the sixth is divided into the core part of this article.The third part mainly ZARA,H&M,UNIQLO as a typical case of foreign fast fashion clothing brand visual image design are discussed in this paper.The fourth part and the third part of the structure is basically the same,namely to UR,la chapelle,ME&CITY three brands of Chinese fast fashion brand as a case analysis and research.The fifth part is the Chinese and foreign fast fashion clothing brand visual image design comparative analysis part,mainly includes two aspects,the first aspect is based on the paper,three,four parts analysis on both difference compared with consistency.The second aspect is the consumers of fast fashion brand of "Chinese and foreign fast fashion brand visual image design perception and satisfaction" empirical investigation.The basis of the sixth part is based on the above research conclusion to explore and conclude the problems of four Chinese fast fashion brand,and try to local brand provides three Suggestions for improvement.The seventh part is the full text of the summary section,including the conclusion and research prospect.Based on integrity,multi-dimensional perspective to analyze the fast fashion brand visual image design,and in the form of combining qualitative analysis with quantitative analysis,then find out the problems existing in the Chinese fast fashion brand in the visual image design,in order to make benefit on the development of visual design in our country.