Research On Color Marketing Of PB Brand Clothing

In clothing marketing,traditional advertising and promotion can no longer meet the development needs of the new era.Different clothing enterprises began to emphasize the positioning and research of consumer groups from the aspects of fashion design style and color design,and the concept of color marketing came into being.In order to promote the dissemination and application of color marketing theory in China's brand clothing marketing,this paper learns from the successful experience of foreign brand clothing color marketing and takes the color marketing of PB brand clothing that is determined to create �China's first fashion brand� as the research object to study the marketing practice of color marketing in PB brand clothing,and focuses on the analysis of the shortcomings of PB brand clothing in color marketing,and proposes corresponding improvement suggestions.This paper uses the relevant theories and research results of color marketing to analyze the current situation of PB brand clothing color marketing from five aspects: marketing concept,market segmentation,fashion design,promotion and store display of PB brand clothing color marketing.It is found that the main problems in PB brand clothing in color marketing are: First,the short-term effect and long-term development are not uniform.Second,the difference between regional color culture and consumer demand has not received much attention.Third,the partial design is not coordinated with the overall design.Fourth,the grasp of color promotion is not appropriate.Fifth,the national characteristics of store color marketing are not highlighted.The corresponding improvement suggestions for PB brand clothing for the above problems are as follows: First,Color marketing needs to combine short-term effects with long-term development.Second,the difference between regional color culture and consumer demand needs to adapt to each other.Third,the partial design and the overall design need to becoordinated with each other.Fourth,publicity and promotion activities moderately reflect color.Fifth,the color marketing of the store highlights the national characteristics.