The store design of fashion brand on lifestyle visual merchandizing

摘要

As the domestic apparel's vague positioning resulted in the fierce competition of homogenization, a clear positioning will gradually become the prerequisite for the brand survival. The difference of visual merchandizing from the traditional sales of display is not the increase of display ways but the concept updating. The visual merchandizing displays the content and culture of a certain brand, and emphasizes the importance of the visual merchandizing of fashion lifestyle in corresponding to the positioning of the market, style, and consumption as well as weakening trend of the distinction among brands. To make the store design in line with its intended lifestyle, the article analyzes the impact on fashion brand positioning by the visual merchandizing.