服饰色彩作为品牌形象中代表性的视觉识别元素之一，其选择的合理性很大程度上决定着消费者对品牌形象的认可 程度。但部分服饰品牌的色彩与品牌整体定位严重脱节，无形中弱化了品牌整体的辨识度和影响力。文章围绕品牌视觉识别 中服饰色彩的应用进行研究，探讨了服饰色彩相关理论内容，在此基础上分析了服饰色彩在品牌视觉识别中的各类问题，提 出了明确色彩定位以设计鲜明的色彩识别符号、搭建系统化色彩体系以确保应用一致性、精准匹配品牌调性以贴合目标客群 需求等策略，旨在为相关服饰品牌提供理论借鉴参考。

As a representative visual identification element in brand image, the rationality of apparel color selection largely determines consumers' recognition of the brand. However, the color schemes of some apparel brands are seriously inconsistent with their overall positioning, which invisibly weakens the overall recognizability and influence of the brand. This paper focuses on the application of apparel colors in brand visual identification, discusses relevant theories of apparel colors, analyzes various problems existing in the application of apparel colors in brand visual identification, and puts forward strategies such as defining color positioning to design distinctive color identification symbols, establishing a systematic color system to ensure application consistency, and accurately matching brand tonality to meet the needs of target customer groups, aiming to provide theoretical references for relevant apparel brands.