New Trend Of Clothing Marketing In China: Terminal Experience

　　 This is an era of leisure economy. It is said that in France, even tramps refuse to receive gifts on rest days. When tourists give him money, he will say, "sorry, I rest today."

Many managers of garment enterprises have been caught in the vortex of marketing without knowing it. All the marketing moves have been made, but it is still hard to break through the bottleneck of today's market, and more enterprises remain in the original. Marketing Stage, processing products, celebrity endorsement, mass advertising, one or two fashion shows, channels and development. Distributor Strengthening sales promotion... Homogenization of products, increase of inventory, pressure of channels, and so on, make enterprises face unprecedented pressure.

After reviewing the changes of Chinese clothing marketing management, what are the future marketing breakthroughs of garment enterprises in the face of the transformation of Chinese and international clothing market environment and the change of consumers? What are the new trends of China's clothing marketing?

Experience Economy: attractive crab

Alvin Toffler, the American futurist, predicted in the book "shock of the future" that after experiencing thousands of years of agricultural economy, hundreds of years of industrial economy and decades of service economy, the experience economy will be the latest wave of development.

Unlike the economies of scale seeking low prices, the experience economy is going against the other side. It will sell you the customized consumption and the memorable consumption process.

Experience economy is the result of further deepening of service economy, and a form of service that creates profits by creating personalized life and business experience. Experience economy "play" is fashion, everyone can have it, but everyone who owns it will get different "experience", maybe this is the charm of experience economy.

Retail marketing theory tells us the impact Consumer The key to purchase is brand appeal, and the most direct and effective tool to enhance brand appeal is terminal visual image. In fact, the first thing customers feel when they enter a store is the overall image of the store and the atmosphere they create. Many world-class clothing brands attach great importance to the creation of store atmosphere. 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. Customers shop here to buy the atmosphere created by this space, and clothing seems to be just an extra gift.

Speaking of experience economy, it is necessary for us to mention domestic famous brand "white-collar workers". The sixth generation of "lifestyle shops" of white-collar workers focus on the details of the target group in the image of the shop hall, take the lead in introducing the concept of "clothes bar" into the country, add water bars and rest areas in the shop, and provide news and fashion information. When customers take up drinks, calm down and enjoy the white-collar atmosphere, they also have a deeper understanding of the brand connotation of white-collar workers. White-collar workers call their shops "lifestyle shops" rather than flagship stores or brand image shops. 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. 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.

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.