With the global economic integration, clothing brand competition intensified. With the gradual fading of the financial crisis, both domestic and overseas apparel brands have started a new round. They have resorted to their killers in terminal retail to seize more market share. However, foreign brands tend to pay more attention to the use of terminal visual Marketing to attract customers to move customers, resulting in resonance with customers, as a means to achieve the purpose of sales. While the domestic apparel brands are more ways to use discounts to promote sales, no doubt, as people change the concept of consumption, consumers buy more than just the clothing of the product itself, they more from the spiritual level to recognize To know the brand, from the cultural level to loyal brand clothing As a perceptual consumer goods, visual marketing for a brand culture and the establishment of the image is particularly important. Psychological studies have shown that among all the information people receive, they are derived from the sense of vision, from the sense of hearing, and from the sense of smell and taste, respectively. This reflects the physiological characteristics of the person in terms of perception. Perception memory thinking and other cognitive activities provide the most extensive material, but also gives the emotional experience created a wealth of conditions. Visual marketing refers to the marketing activities, companies use visual communication methods to convey brand value, attract and influence consumers, induce consumer reaction process characterized by the use of design color modeling lighting layout and other means of product image and philosophy, Through visual media, the visual form of display, highlighting the product characteristics, enhance product value, business information and business philosophy through visual marketing, resulting in visual performance and impact, to attract potential customers concerned about the company's products, stimulate consumer desire to buy , And ultimately achieve the purpose of sales This is a combination of a series of marketing methods, which involves aesthetics, materials science, psychology and architecture and other disciplines, the integration of sound and light, imaging and other technologies. 1. Lack of talent Visual marketing in foreign countries have been more than a hundred years of development history, and truly into the clothing retail industry in China only twenty years, there are many aspects of the lack of talent shortage. As China's clothing industry brand development started late, and now play visual marketing staff and advertisers are mostly artists, not specifically engaged in display design, visual marketing personnel not only have the relevant professional theoretical foundation but also have a strong hands-on Practice ability, the current commitment to cultivate visual marketing talent is mainly social training institutions (such as: Zhong fashion training institutions) social training institutions can solve the temporary shortage of talent, can not solve the clothing brand long-term talent needs In our country's education system, Training visual marketing talent counterpart education is vocational education (vocational education) and regardless of vocational or vocational training are skilled application-oriented talent visual marketing talent not only have hands-on practical ability, but also have a certain theory of cultural knowledge According to statistics, there are 1071 higher vocational colleges in China (public and private), less than 20 colleges offering visual marketing related courses, accounting for less than 20%; 3,789 secondary vocational colleges nationwide offering visual marketing courses Of the schools are few, the number of vocational colleges that train visual marketing professionals is far from Clothing brand is an urgent need. 2. Cognitive deficiencies As China's clothing industry brand development started late, until the late 90s of last century, there is no standard domestic display title, when in the business area, we all put the display type of work called put goods, yard goods, management Goods, the degree of awareness of visual marketing are also different, summed up the following general: The first is the useless view that the terminal sales In addition to products mainly rely on sales techniques and promotions, visual marketing is just a decoration , Is a kind of dispensable things decorate the facade. The second is the narrow visual marketing point of view division's work is just a simple display of clothing, this view has now been very common in the apparel business, the decoration of the brand shop to the shop designer, the design to the graphic designer , And the display division just accept a bunch of well-designed clothes, a shop has been renovated, a has been designed. Different division of labor between the designers did not communicate, the final result is caused by the display of the work of passive creative theme far-fetched, the overall poor sense of the store. 3. Emphasis on hardware decoration and ignore the soft sales It is observed that some well-known men's brand in the terminal competition than who spend more money decoration but often shop decoration atmosphere, observe the clothing color combinations and models with the model selection and design There is a disconnect between brand-name marketing campaigns and product lineups. Currently, shop decoration is handled by specialized companies, while companies in charge of decoration often know about clothing inadvertently and can not grasp the differences among brands. 4. Lack of theme stores, too similar Whether it is the department store store or store, I believe that the current status of domestic apparel brand visual marketing is still the stage of imitation, such as imitation of Japan and South Korea, Europe and the United States in the visual marketing of clothing brands are usually Without their own theme, similar brands are too similar, not fully demonstrated the brand personality Customers in the store's attention to the clothing is higher than the brand's attention, so a purely wrong view is to imitate the big names like big names, ignore For example, the author is familiar with several well-known men's brand stores, visual marketing their own terminal attaches great importance to every year to take a picture of Hong Kong to take a regular return, the application of a few A style, they made their own visual marketing brochures, they do not know they lack the understanding of the connotation of their own brand, it is difficult in the store performance brand personality.