The Value Embodiment Of Clothing In Experiential Marketing

In the experience economy environment, the mature and reliable clothing is the precondition for the successful implementation of experiential marketing, and it will be more conducive to the comprehensive, complete and systematic expression of the concept of clothing. Experience marketing Administration.

First of all, it is clear that the core level of clothing is the concrete manifestation of meeting the needs of consumers. We must let the Experiencers know what the most essential and core of our clothing is. If the garment loses its core or the expression of the core level is ambiguous, it will be very difficult for the clothing enterprises to make a clear positioning of the clothing. It can not fully satisfy the consumer needs of the experiencer. Marketing theory insists that everything should start from the market and start from the needs of consumers. Similarly, the starting point of experiential marketing is consumer demand, but the study of the overall concept of clothing is no less than experiential marketing.

Generally speaking, when consumers buy clothes, their requirements generally include two aspects of function and non function. Consumers' demand for clothing function is due to actual use needs, while non functional requirements are often motivated by social psychological motivation. In experiential marketing, these two needs are often intertwined, and the proportion of non functional demand is increasing. And the overall concept of clothing is clearly pointed out to the producers of experiential clothing, and we should try our best to satisfy all consumers' needs through all the functions and non functional requirements contained in the core garments through the expected garments and the extended garments. It can be asserted that garment enterprises that do not know the overall concept of clothing can not really experience marketing management.

Secondly, the perfect combination of five levels of clothing will establish the market position of clothing in the future. Fashion salesmen We should regard all kinds of non-material benefits to consumers as a unity of clothing entities. As science and technology can spread faster in today's society, and because of the improvement of consumers' interest in personal interests, clothing marketers' clothing is becoming more and more difficult in a unique form, and consumers are increasingly determined by the overall effect of clothing to the ultimate choice of experience providers.

Thirdly, the competitive advantage of garment enterprises lies in the differentiation of clothing. From the two components of functional and non functional clothing, clothing consumption is a continuous process when it comes to creating a garment differentiation feature. It requires both pre sale publicity clothing and after-sales service to play a lasting and stable role. Therefore, pre-sale, sale and after-sales service are essential. It can be predicted that with the fierce competition in the market and the continuous improvement of user requirements, the extension of clothing has increasingly become an important means to win the market competition. At the core level, garment enterprises should consider how to add new functions, how to improve their original functions, make them more convenient and comfortable to use, how to make garment packaging more beautiful and attract consumers, and the appearance is more beautiful at the formal level; whether they can design more empirical elements in the expectation layer and the extension layer; whether the potential layer will give more experience to consumers.

Some successful experiential providers are successful because the costumes they provide are always more distinctive than other ordinary businesses, and non functional benefits are more prominent. Clothing is the added services and benefits gained by the experiencer when buying goods. It includes installment payment, door-to-door delivery, free installation and maintenance, technical guidance, after-sale service, etc. The concept of extended clothing comes from a deep understanding of market needs. Since buyers aim at meeting certain needs, they want to get everything that meets the needs. It is no exaggeration to say that to a large extent, they owe better recognition to the non functional layer. clothing It is important in the overall concept of clothing.