"Big Clothing" Brand: Experience Marketing To Win The Retail Terminal

　　 All visual elements of store design, decoration, window display, model, backplane, props, light, POP advertisement, product brochure, trademark and tag are a complete and systematic concept of visual merchandising. Visual merchandising These factors affect consumers' individual experience in a comprehensive way in the process of consumer dynamic consumption. In this way, under the concept of big clothing, visual merchandising develops further, and the concept of experiential marketing arises at the historic moment.

In the history of clothing retailing, before 1880s, the clothing store owner did not realize the importance of commodity display. Clothing was simply stacked on the table. In the early twentieth Century, glass windows replaced warehousing store layout. After 1930s, with the prosperity of modern business, the display and display of clothing gradually developed into a creative visual and spatial art. Its contents also greatly exceeded the traditional display areas, including all the visual elements of store terminals such as store design, decoration, showcase, display, model, backplane, props, light, POP advertising, product brochures, trademarks and tag. It is a complete and systematic set concept, so it is more accurate to use visual merchandising to express it. These elements that constitute visual merchandising affect consumers' individual experience in a comprehensive way in the dynamic consumption process of consumers. In this way, visual merchandising is developing in depth. Experience marketing The concept came into being.

Clothing brand to consumers should not only be clothing products themselves, but should be a kind of values and lifestyles, it incites people's consumption passion, stimulates people's desire to buy, and constantly pursue people's deep desire to satisfy thoroughly. Similarly, the experience marketing of clothing retail terminal should appeal to the lifestyle that consumers pursue, think about the terminal image from the perspective of big clothing, convey different brand personality and cultural idea with different visual language, and mold the brand and product into a symbol of a certain way of life. Nowadays, consumers tend to be between sensibility and rationality. What they pursue is a more personalized thing, and the requirements for clothing brand and terminal image are all the same. They will look for a shopping environment that matches their self image. The environment and experience make them feel extraordinary and different. They also take away these feelings while buying clothes.

Shop atmosphere create customer experience

　　 Retail marketing theory Tell us that the key to consumer buying is brand appeal, and the most direct and effective tool to enhance brand appeal is terminal visual image. No matter which channel the customer gets the brand or product information, he finally contacts the clothing closely, realizes the purchase or the retail terminal. Therefore, a good terminal visual image should not only give consumers a pleasing enjoyment on the senses, but also form a strong on-site charisma to attract customers into an atmosphere, so that customers can experience the brand charm wholeheartedly. This is the atmosphere marketing of clothing, which is one of the important elements of experiential marketing.

As a matter of fact, customers enter the shop first to feel the overall image of the store and the atmosphere they create. Secondly, clothes will be noticed. Many world-class clothing brands attach great importance to the creation of store atmosphere. For example, in the RALPHLAUREN store in London, mahogany cabinets, fireplace, comics in Vitoria, Polo sticks, umbrellas, clock and shaving mirrors on the wagon form a classical English scene; and the hardcover books, such as those that are faded and stained by the sun, are deliberately stacked on the bedside cabinets, placed on marble washing tables, or on rows of fireplace, causing a series of nostalgia associations. Here, we know that it sells clothing, but you will find that clothing itself has become an appendage. It has become the medium to reflect brand value. The space of the shop has become the highlight. The image meaning and symbolic value of the clothing brand have become the protagonist. The clothing escapes from the entity and enters the state of drama and emotion: the space design of the hardware is the stage, the salesperson and the model are the performers, the consumers are the spectators, and the clothes are left behind and become part of the scenery or props on the stage. If shopping here is to buy the atmosphere created by this space, clothing is only an extra gift.

Shops are like theaters. The task of shop assistants is to create such a stage so that customers can not feel passive in the shop like watching drama, but feel the feeling they want. Take the famous brand white collar as an example, the sixth generation lifestyle shop focuses on the details of the target group in the image of the store, takes the lead in introducing the concept of clothing into the country, adds water bars and rest areas in the shop, and provides news and fashion information. When customers drink wine to calm down the white-collar atmosphere, they also have a deeper understanding of the brand connotation of white-collar workers. White collar calls its shop a lifestyle shop, not a flagship store or a brand image shop. Apart from the design of the product itself, white-collar workers also pay close attention to the various details of the target group in the design of the terminal image. For example, white-collar workers will arrange orchids, lilies, love grass and other different flowers according to seasonal changes and festival atmosphere, and the fragrance of the shops will also match the natural fragrance of flowers. Taking into account the physical fatigue and visual fatigue produced by shoppers' long-term shopping, white-collar workers have opened up nearly 1/3 of the store as a rest area and water bar. Customers can sit in a comfortable sofa drinking wine, enjoy chocolate, enjoy the news breakfast, look at the white collar costumes, and enjoy the fashionable information displayed on LCD TV. Because white-collar customers are mostly women in top management positions, white-collar workers also plan to introduce more high-tech elements into the store, so that the shopping environment can be more suitable for their lifestyles and work scenarios, giving customers more emotional resonance while endowing the art of terminal. Xing Yan, chief designer of white collar, said: many customers regard white collar shopping as a kind of enjoyment, and even take their friends to white collar shopping as a social interaction or public relations. This will also be one of the key development directions of the white collar future image design.

Brand positioning around store design

Positioning is the premise of design, and clothing store design is no exception. Clothing retail terminal is a specific manifestation of brand positioning. Whether the location of the terminal design is accurate or not is directly related to the brand image and sales performance of the clothing. Ye Xing believes that the clothing brand should have its own overall strategic planning, and the retail terminal is one of the visual display channels of the overall brand image. Therefore, the visual merchandising of the clothing retail terminal must correspond to the brand's own positioning, and can not blindly imitate others. In the actual business process, there may be some deviations in the area, location and supporting conditions provided by the shopping mall to the specific clothing brand. In this case, we must adjust the design according to the actual situation of the store, so as to ensure the cultural concept and basic style of the brand.

Clothing store design and product design should be integrated into one. For example, MARLBORO shows its ruggedness with logs and metal; BOSS displays its value with exquisite red sandalwood shelves; ESPRIT communicates its fashion avantgarde with silver grey metal shelves and red background. Different visual languages convey different cultural ideas and express distinctive brand personality.

The brand has a growing process. The visual image and atmosphere of the clothing retail terminal must also be updated with the growth of the brand. Otherwise, it will not only cause consumers' aesthetic fatigue, but also doubt the strength and potential of the enterprises. White collar shops will carry out a big update every two years, and the commodity display will be adjusted according to the seasons, festivals and even the temperature of each day, so as to create a fresh and comfortable environment for the customers, so that they can gain extraordinary visual aesthetic experience. In addition, although the visual merchandising of clothing retail terminal should follow the brand's consistent image and positioning in the overall style, it will also be influenced by the fashion trend. Therefore, the trend of the season should be cleverly reflected in form and detail.

Experience marketing to win the retail terminal

According to Xi Miao Color Culture Development Co., Ltd., display and collocation division Ye Xing analysis, as display decoration abroad has been penetrated into people's daily life as a mature visual discipline and space technology, so not only professionals have superb design consciousness, but also the general public has a good aesthetic taste. Comparatively speaking, this is still a new thing in China. There is a lack of skills in display and collocation, and consumers in our country lack the kind of artistic influence that they are exposed to. However, with the development of the domestic economy and the improvement of consumers' overall taste, the experience brought by the retail terminal is also increasingly valued by businesses and consumers. At present, the concept and technology of color marketing and display decoration have been introduced into China's retail industry, aiming at bringing the domestic retail industry a higher starting point, localization of advanced and sophisticated display and decoration technology abroad, making it more suited to the needs of the national conditions from color, material and display mode.

At present, there are still some misunderstandings in the visual merchandising of domestic garment retail industry, such as quick success and instant benefit, lack of overall awareness of brand image, lack of awareness of environmental coordination, unreasonable planning of store space, lack of attention to details and lack of themes. The responsibility of experiential marketing is not to create beautiful stores. Even though beauty is very important, beauty does not necessarily create the best sales performance or brand image. The theme of the experience is like the theme of the music. The lack of theme and the design of the terminal image are difficult to impress the customers and even cause negative experiences. Therefore, clothing enterprises should take carefully selected themes as the guiding program of experience marketing design, so that each element and details can be organically combined to support the brand image and experience theme of the enterprise.

　　 This is an era of consumerism and experiential popularity. Although customers buy clothes, they really pursue their inner thoughts, emotional language and personality images. Clothing retailers should also follow the trend of economic development, pay attention to the trend of experience economy, convey new life concepts to consumers, create an unforgettable shopping experience, and let terminal experience marketing become the beautiful scenery and aesthetic expression of the city.