Today, with the prevalence of online consumption, the offline showrooms and store layouts of fashion brands are still It has a great impact on consumer shopping experience and brand image building. Therefore, in the brand operation strategy, visual marketing is still a key part. It uses scene-based close-up display to efficiently convey the true effect of the product and enhance the market competitiveness of the brand and product.
In recent years, many Keqiao textile companies have created various The unique product exhibition hall can present the company’s innovative ideas and achievements more intuitively, tell brand stories, build brand culture, and promote the fashion transformation of the company.
On June 27, visiting professor of the School of Design of Politecnico di Milano, Lorenzo Morganti, deputy director of the Master of Fashion Brand and Lifestyle Management at Milan Fashion Institute, came to Shaoxing Keqiao Chinese Women’s Clothing Fabric Fashion Trends Research Institute and brought insights to Keqiao Enterprises A wonderful visual marketing training for international fashion brands. He used international fashion brands as examples to explain the concept of sustainable development, and explained the role and feasible methods of visual marketing from multiple dimensions such as showroom and store design and layout.
This event is rich in examples, exquisite discussion, and frequent interactions. On the one hand, it delivers practical creativity with a mature paradigm, inspiring companies to dig deep into brand stories and cultivate fashion genes while shouldering social responsibilities; on the other hand, it helps companies establish clear brand promotion strategies from the marketing level and promotes the relationship between products and consumers. Deep linking, thereby driving the healthy development of the brand.
This event is organized by Keqiao District, Shaoxing CityChina Textile City Construction Management Committee, hosted by China Textile City Creative Industry Service Center, China Textile Information Center/National Textile Product Development Center, and China Women’s Fabric Fashion Trend Research Institute. Nearly 50 representatives from textile companies such as Meiru Textile, Ceyuandi Textile, Bunidi Textile, Lange Textile, and Sanhe Textile participated in the event.
Low-carbon initiatives demonstrate social responsibility
“Obviously, sustainability and digitalization are the two most important issues in the industry today.” Lorenzo Morganti Starting from the sustainable development trend of visual marketing, the showroom cases of international brands such as Robert Vattilana and LA PERLA were shared. He said that a sustainable store should be in operation for more than five years. Its facilities are durable and do not need to be replaced frequently. Products are usually placed within the reach of customers for selection and trying. In addition, reducing excessive decoration, using original ecological design and environmentally friendly materials, reducing the mottled environment through overall design, and improving comfort are the general trends in exhibition hall design. “Companies should realize that creating social benefits with environmental protection values as the core is an effective way to boost brand image.”
“Our company’s products are mainly natural and environmentally friendly fibers such as silk and linen, and we launch original high-quality fabrics for high-end designer brands.” Shaoxing Keqiao Dianli Textile Co., Ltd. General manager Zhao Yaran said that through reasonable cost control, it is wise to increase investment in product research and development as much as possible and create environmentally friendly corporate business cards to follow the trend of the times. “In terms of business, we are directly connected with designers, and intuitive visual , the actual touch enables customers to express their needs more clearly based on existing products.”
”The company focuses on the operation of full-category fabrics. Through this activity, we have After studying the design cases of international big-name exhibition halls, I realized that the atmosphere and color of the exhibition hall can bring a visual impact to customers. In this way, the story-telling connotation of the brand can be conveyed with a good sense of experience and a simple and elegant style.” Zhejiang Shendun Textile Andy, assistant to the chairman of the company, said he was deeply touched by this event.
Visual marketing tells the brand story
As an Italian registered architect, Lorenzo Morganti has extensive experience in interior design, and his works have won many awards. He has won international awards and has had teaching and project cooperation with many universities including Tsinghua University. He cited the French fashion brand Veja’s performance breakthrough in recent years as an example, pointing out that Veja usually uses word-of-mouth for “inactive marketing.” By setting up a single product showroom, Veja successfully achieved the goal of attracting consumers’ active attention and acquired a high-end customer group with high brand loyalty.
In the interactive session, Lorenzo Morganti discussed exhibition hall design, fashion trends, etc. The topic was fully communicated with business representatives. As for the exhibition hall style adapted to the enterprise, he believes that it needs to be combined with the needs of the target consumer groups. Generally speaking, enterprises should grasp the environmental protection requirements of sustainable development and create an elegant and atmospheric environment. Some business representatives are very concerned about the trends of international niche designer brands and hope to be informed of the latest information in a timely manner. Lorenzo Morganti said, “The best way is to conduct regular field surveys. There are still many first-line brands that pay more attention to the offline environment. Of course, limited by space and time factors, it is also feasible to understand fashion trends from online information and publications. One of the methods, this method requires further confirmation of the timeliness and reliable source of the information.”
Yao Weiming, an experimenter at Shaoxing DemeiNew Materials Co., Ltd., said that his company usually uses mainstream short video platforms to explain products. Conduct marketing promotions. He believes that visual marketing is intuitive, easy to understand, and more contagious, which is helpful for marketers to display products to complete business development. Today’s study has enabled him to acquire many practical marketing methods, and he hopes to apply the successful experience of international brands to corporate marketing in the future.
In this event, experts interpreted the concept of brand marketing from a global perspective Future trends and key points provide Keqiao textile practitioners with an excellent opportunity to understand the latest international trends and visual marketing solutions, help Keqiao enterprises further enhance their brand awareness, and provide them with product showroom upgrades and sustainable store design. With rich theoretical support and practical experience, business representatives expressed that they have gained a lot.
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