Abstract:

The current study shows discount promotions will produce certain negative effect on brand image. In order to analyze how international fast-brand clothing brand employing visual marketing to eliminate the negative influence of enterprise brand value by promotional discount, this paper chose four international fast-fashion clothing brands, which were UNIQLO,H&M,GAP and C&A in Chongqing as examples to make an analysis of promotional discount strategies based on the classical theory of visual marketing in the following aspects: window display, sales areas, promoting signs and pricing strategy. And finally it summed up common characteristics of visual marketing employed in four brands, which were the fusion of esthetic thought and promotion, the unity of brand building and promotion, the integration of marketing idea with promotion. It would provide experience reference and practical enlightenment for domestic clothing brand to develop sales promotion.