Experiential Marketing: Building A Strong Magnetic Field Of Clothing Brand

In the prediction of the third wave, American futurist Alvin Toffler put forward that "the next step of the service economy is to experience the economy. People will create more and more economic activities related to experience, and businesses will win by providing experience services."

After that, experience economy has gradually become the focus of economy in the twenty-first Century. It has become an economic proposition focused on by many scholars, professors and experts in the industry.

Experiential marketing based on experience economy is being widely used by enterprises.

We are surprised to find that experiential marketing has brought great sales promotion for domestic and foreign enterprises.

　　理解體驗式營銷——從案例到概念

The Hilton interlocking Hotel places a very cute little duck in the bathroom to create a unique emotional resonance and experience. Most guests love it and take it home to commemorate their family. So the gift not sold on the market has become a driving force for customers to love the Hilton Hotel (of course, the other facilities and services of Hilton hotel are also first-class). This experience design and construction form a widely accepted and delighted value for Hilton interlocking Hotel, thus forming a good reputation through the interpersonal communication of satisfied customers, so that the Hilton hotel has won a strong preference of loyal customers and numerous new customers.

This is the application of "experiential marketing" (visual and tactile).

There are also many successful examples of domestic enterprises in experiential marketing.

No one can distinguish Wahaha pure water and happy pure water, which one is more thirsty and more nutritious.

It is the experience of "you are the only one in my eyes" to impress consumers.

Metersbonwe not only based on the clarity of positioning, but also realized experiential marketing in franchised stores.

Music, display, decoration, the dynamic atmosphere of waiters and the environment of communication create a young and personal experience. A deep understanding of customers' desire to buy has created a strong magnetic field in the way of experiential marketing, and sales have been very frightening.

This is also the secret of this clothing brand coming from behind and rapidly gaining high brand value.

So how can experiential marketing be understood?

In his book "experiential marketing" and "ExperientialMarketing", Dr. Bird Schmidt pointed out that experiential marketing (ExperientialMarketing) is to redefine and design marketing thinking in five aspects: Sense, Feel, Think, action (Act) and Association (Relate) in BerndH.Schmitt.

This way of thinking breaks through the hypothesis of "rational consumers" in the traditional way, and concludes that consumers' consumption is both rational and sensibility. Consumers' experience before consumption, consumption and after consumption is the key to study consumer behavior and brand management.

This marketing method based on consumer psychology is easily recognized by the business community, making experiential marketing a popular word in the industry.

However, many people who speak and experience marketing do not really understand their true meaning, but more as a fashion show.

The so-called experience is usually caused by direct observation or participation in events, whether the event is real or virtual.

Experience involves emotional factors such as sensory, emotional, emotional and so on. It also includes rational factors such as knowledge, intelligence, thinking and so on. At the same time, it can also be related to some activities of the body.

The basic facts of experience can be clearly reflected in language, such as verbs describing experience: likes, admiration, hate, hatred, etc., adjectives: lovely, tempting, stimulating, cool and so on.

Experience is usually not spontaneous but induced. Of course, it does not mean that the customer is passive, but that the marketer must take the experience medium.

As a result, experiential marketing is much more than simply experiencing products and services, but giving consumers a feeling, emotional, physical, intellectual and even spiritual experience.

In the words of American marketing expert Philip Kotler, it is to create sensory experience and thinking identity with commodity as the material, catch the attention of consumers, create memorable feelings for them, and find new value and space for products.

From the point of view of brand touch point management, the focal point of experiential marketing should be to find all points of contact with consumers in the sales process, study these points and package them, and establish the different impression of brands in the minds of consumers through the experience of each point.

This expression is more vulgar and easy to understand by the business and marketing circles.

　　服裝品牌：實戰中體驗式營銷的盲點

Before 70s, everyone used to face the sky and did not use cosmetics. In 80s, the majority of women began to shop for cosmetics. In 90s, beauty salons provided professional beauty services from head to toe; and by twenty-first Century, even cosmetics can be "skin and match" at the experience center.

Similarly, the Chinese garment industry has gradually entered into the brand competition period not only by simple shelter and warmth retention function but also gradually creating personalized experience through fashion trend.

For the high-end suit brand, it embodies consumers' identity, dignity, status, taste and desire for success.

For high-end women's clothing brand, the performance of consumers is an attitude towards life, a pursuit of beauty, individuality and fashion.

It can be said that clothing brings people a kind of dress experience, and from this experience, the consumer's identity and personality can be perfectly interpreted.

It is no longer a simple comfort and appropriateness that can give consumers the impression that they are more likely to come from brand positioning and culture.

As a result, clothing enterprises implement brand communication strategy. It needs to understand that consumers are becoming more and more personalized and emotional. Their demand has shifted from pursuit of practicality to pursuit of experience.

Under such consumption background, experiential marketing is giving out super strong magnetic field effect.

It is a question that Chinese garment enterprises need to think deeply about how to closely link experiential marketing with the construction of domestic clothing brands in the apparel industry.

Unfortunately, in the trend of experiential marketing gradually entering into people's life, many garment enterprises understand the marketing theory very mechanically. Most of them just stay on the hardware such as trial equipment, fail to fully understand the connotation of experiential marketing, and even invest large amounts of money in exchange for no benefit.