The application of display concept by China clothing brands started late, and there is a big gap compared with mature brands in developed countries. There are many reasons for the uneven display level of domestic clothing brands, and the problems existing in the display design of China clothing brands can be summarized into two aspects: brands do not pay enough attention to display design; Lack of domestic exhibition talents; The level is uneven.

1. The brand pays insufficient attention to display design.

At present, clothing brands pay far less attention to display design, and the overall display level of domestic clothing brands is low. Only a few representative brands have fully planned and utilized the terminal display, product display design, display form and display channel of the window display rack. The display of most clothing brands still stays on the display of clothes, ignoring the display of brand image and culture, mechanically copying the display styles and methods of foreign brands, without really considering whether the borrowed display forms are suitable for their own brands. The fundamental reason is that the brand management does not pay enough attention to the display link, and does not realize the importance of display, which is the closest link to consumers, to brand promotion, image positioning and sales promotion, resulting in unclear brand display image and unstable consumer groups.

2. Lack of domestic exhibition talents.

The competition in 2 1 century is the competition of talents, who are an important factor to promote economic development and an inexhaustible motive force for all walks of life to maintain vitality, and clothing brands are also applicable. As far as clothing display is concerned, the domestic education system lacks the establishment and training of this major. Domestic clothing majors focus on the training of talents in design, sales and performance, and the training of exhibitors is still in the state of being developed. Clothing display courses offered by individual colleges and universities are also in the state of students' elective, which can't really affect this major.

At the social level, the professional development of visual goods is not broad enough. At present, domestic brand visual goods are often cultivated and sorted by clothing companies themselves, usually among employees within the brand, and then internal training is organized regularly to improve their skills. There are only a few institutions in China that provide exchange and learning opportunities for exhibitors, such as Pan American, Seaman and other training institutions. Because these training institutions have not been certified by the state, it is impossible to inquire whether the exhibition knowledge they spread is correct.

Generally speaking, the terminal display image of clothing brand is of great significance to clothing brand marketing, and brands should give full play to the function of clothing brand display design and enhance the brand display image. The application design of clothing brand display should grasp the display theme while innovating to meet the fashion trend and consumer demand.