| With the rapid development of the economy,the garment industry has undergone great changes.The competition of the garment industry has become more intense and tends to be internationalized.In order to win the market,enterprises have begun to innovate the brand image,marketing methods and so on.As the closest and most direct part,enterprises has paid much attention to the display image of the terminal store of a clothing brand.Nowadays,the display design of a clothing brand has become one of the core elements of the brand strategy.With the higher cultural demand under the background of the prosperous economy,consumers have paid more and more attention to the spiritual and cultural connotation,and the social identification represented by clothes.Traditional marketing methods have been unable to meet the fierce competition of the market.Under the circumstance,cultural marketing has emerged.To shape the brand image by applying the cultural marketing in the display design of the terminal store of a clothing brand,is a marketing trend to enhance the competitiveness of the brand market.This paper mainly focuses on the analysis and research of the brand display design by using the strategy of "cultural marketing".First of all,the paper sorted out the basic theory of the display design and cultural marketing.Secondly,according to the novel demand of consumers,the paper analyzed the specific application of cultural marketing in the display design of clothing brands,and carries out cultural strategy researches from three aspects—store display,production display and window display of clothing brands.Finally,combined with the practical cases,the paper did a practical research of Jack &Jones brand,and carried out the case plan and result exhibition of the terminal store’s layout and window display.Through the analysis and research on the display design of domestic and foreign clothing brands,the paper found out some problems of the clothing brands’ display design under the current situation,hoping to use cultural marketing methods to excavate the connotation and value,in order to promote the development of the display design of domestic clothing brands. |
