Abstract:

 In order to analyze the visual perception of different consumers to different display effects and provide a different perspective for the clothing display and application, an eye-tracking apparatus was used to test the response of consumers to the window display effect of two women's clothing brands. Based on the clothing display and visual marketing theory, wariance anslysis was carried out to the number of points in each region, start watching time, first continuous time and number of regression of the subjects by using SPSS software. The results show that there significant difference in the measurement index values of the eye movement tracking of the display area, which has the analysis value. Through the comparison of different display effects of two brands, the final results benefit to clothing display methods and techniques and promote the sales and the spread of brand culture for enterprises as well.

Key words: clothing display, wisual perception, consumer, eye tracker