The Profound Significance Of Color Application And Color Marketing To Clothing

At the seventh Shanghai international luggage and bags handbag exhibition, which was closed recently, Cui Beibei, a senior color expert and color marketing strategy expert of China Fashion Color Association, made a special report entitled "blind spot of Chinese enterprises" - color marketing strategy under the global competitive environment. He pointed out the importance of color application design and color marketing strategy in the development of clothing and luggage and leather goods enterprises.

The report points out that color is always in the first place in the main elements of transmitting information to the outside world. In color marketing, there is a "7 second color law", that is, the time that a product enters the consumer's vision and impresses the impression is 0.67 seconds. Many consumers decide the purchase choice according to the first impression, and the color plays a 67% role.

Appropriate color marketing can bring huge economic value to enterprises. According to the International Fashion Color Association survey, by adding color to the product without adding costs, the added value of 10%~25% can be brought to the product, which will bring more profits to enterprises and businesses. Therefore, enterprises can use color marketing strategy to enhance brand awareness and increase the added value of products.

It is reported that in foreign countries, the color marketing strategy has come into being earlier and has been widely applied in many industries. However, in China, the color marketing strategy is just beginning to be applied, and is in the initial stage, and there are many problems.

"After completing the design and packaging of the product, enterprises often ignore another factor that affects product sales, that is, the flow of products to terminal stores." Cui Beibei emphasized that the color layout of terminal stores is also important.

From the consumer's cognitive point of view, the shopping mall should be a comfortable, harmonious and visual aesthetic place. People will have a harmonious physical visual reaction when they walk in it. However, the display of items in many stores is not neat now, and the collocation of products is not uniform. The store itself is a place with many items and rich colors. If the color of the store is not uniformly planned and processed, the product will be messy and disorder, and the impression of the consumers will be greatly reduced.

Nowadays, the sales market has changed from the seller's market to the buyer's market. Therefore, when clothing and luggage and leather products are sold, they should give more consideration to the psychology of consumers. Product backlog and sales decline are not all due to the fact that the design of products does not conform to the aesthetic standards of the public. In fact, the success of terminal stores is a major factor affecting product sales. Many manufacturers of clothing and luggage and leather goods only focus on product design and research, while ignoring the color layout and display of products in the store. At present, the service staff of most terminal stores have not received systematic training on color collocation knowledge. The concept of color matching is rather vague, resulting in irregular placement of products and ununiform colors, which ultimately affect sales.

Cui Beibei believes that the designers of domestic clothing and luggage and leather goods must pay attention to the function of color when designing products. If they do not attract the attention of target consumers first, then how can they promote the subsequent sales? If we can apply the characteristics of colors to sales, this will bring a low cost and high return effect to enterprises.