Study On Gender Dimensions Of Fashion Store Personality

In the background of homogeneity in the product and cosumer personalized,brand personality is the core factor to achieve brand differentiation.As the most direct and effective the carrier to delivery brand personality,store is the starting point of fashion brand personality characteristics.Worked on the study of gender characteristics of fashion store personality has great significance to achieve brand differentiation for the positioning.Based on the related knowledge of sex role inventory theory and interior design,this paper aims to study the gender dimensions of fashion store personality through consumer perception.Topics include:1)According to the content of the brand personality and gender role characteristics,definite the concept of "gender dimensions of fashion brand personality".Use frequency analysis of 108 questionnaire survey of consumers come to "women’s brand store personality exist gender dimensions";2)Based on the theory classification of the visual symbols of gender dimensions of fashion brand store personality,with the method of natural observation and expert interviews to filter elements of visual symbols in the 69 brand stores of 18 samples,4 elements of first level visual elements,5 elements of second level visual symbols and 30 physical elements of third level visual symbols got.Through the use of frequency analysis of 115 consumer survey research,22 elements of third level visual symbols which can be felt by consumers are obtained;3)Based on masculine and feminine dimensions research hypothesis are proposed and experiment scheme about differences of gender dimensions of fashion brand store personality are designed.18 samples brand’s visual symbol pictures were collected,using the projection experiment to implement perception of 48consumers,using the median classification four stores are obtained which are masculine,feminine,androgynous technology and undifferentiated,and line graph on gender identity of the visual symbolic elements in each category 22 are obtained;4)Regression analysis of SPSS to 864 questionnaires for four shops was used,the regression equations which are between masculine and feminine and the third level visual symbols elements of each type of store are obtained;5)comparative study of mean of 44 visual symbols in 69 brand samples,come to "the same women brand in different stores has different gender characteristics";6)through cluster analysis of four types of store brand style,the masculine,feminine and undifferentiated shops have three,three and two brand style type.The visual symbol elements table from the study can provide some new ideas and methods for enterprises in brand positioning and store design;Four types of women stores got from empirical research might help enterprise to achieve better position;through empirical research store visual symbols feature map can provide some references to company to understand gender identity stores;the brand style of each stores can help enterprises to position brand.