A Study on the Impact of Visual Communication Online on Brand Marketing: Taking Prada as an Example

Tiantian Lyv

2025

Abstract

With the popularization of e-commerce platforms and the development of craftsmanship technology, an increasing number of fashion brands have emerged. However, running a fashion brand is not easy, as it requires many excellent strategies to support and promote the brand’s development during the management process. Capturing customer needs in a timely manner and attracting customer attention in the fiercely market has become a pursuit for most fashion brands. Based on multiple literature studies, after understanding the history of the fashion brand Prada, this article mainly studies the strategies used by Prada in its development process, and concludes the strategy of Prada to solve the current brand marketing challenges-the difficulty to let customers gain a sense of participation and experience, finding that Prada’s success is inseparable from its strategies and its sense of social responsibility. Prada’s strategies mainly include positioning of women’s brands, the control of the scope and quality of the supply and distribution network, location strategy and wise sponsorship strategy, digital marketing strategy, mediterranean marketing strategy and visual communication, and visual communication is crucial for a brand’s marketing. Because in today's society, most online products are conveyed through images or text, which makes it difficult to trigger the emotions of the buyers, so at this time, visual communication becomes particularly important.

Paper Citation

in Harvard Style

Lyv T. (2025). A Study on the Impact of Visual Communication Online on Brand Marketing: Taking Prada as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 29-33. DOI: 10.5220/0014052700004942

in Bibtex Style

@conference{apmm25,
author={Tiantian Lyv},
title={A Study on the Impact of Visual Communication Online on Brand Marketing: Taking Prada as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={29-33},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014052700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - A Study on the Impact of Visual Communication Online on Brand Marketing: Taking Prada as an Example
SN - 978-989-758-791-7
AU - Lyv T.
PY - 2025
SP - 29
EP - 33
DO - 10.5220/0014052700004942
PB - SciTePress