Application Of Experiential Marketing In Garment Industry

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In practice, the experiential implementer must understand the meaning of clothing from a broad perspective.

Whether we sell clothing or clothing sales experience, clothing as a carrier of creative experience, its non-material interests are very important for the experiencer to make purchase choices or get a good experience after purchase. Therefore, experience marketing should pay more attention to the understanding of the overall concept of clothing.

Clothing that we usually understand is something that has the shape and use of a specific substance. It is visible and tangible.

This is a narrow sense.

Experiential marketing believes that generalized clothing refers to the sum of goods and non-material interests that people can acquire to satisfy certain needs and desires through purchase.

It can be seen that clothing includes both the material form of clothing entities and the benefits gained from non-material forms, which is "the overall concept of clothing".

In experiential marketing theory, the overall concept of clothing contains five levels, namely, core clothing, formal clothing, expectant clothing, extended clothing and potential clothing.

We call the core garment the functional layer of clothing, and the other four layers are commonly referred to as non functional layers.

Core clothing refers to the practical interest that the experiencer buys when buying a garment, which is what customers really want to buy. Therefore, the core clothing is also the most basic and important part in the overall concept of clothing.

Consumers buy some kind of

It is not for the purpose of occupying or acquiring the clothing itself, but for the purpose of obtaining the utility or interest that can meet certain needs. It is the soul of clothing.

In developing and designing clothing and even clothing, clothing enterprises must be clear about the benefits that their clothing can provide, so that consumers can first know what your clothes are for.

Formal clothing is the form of the core garment function, that is, the external image of the entity and service provided to the market.

If formal clothing is a physical object, it usually appears in the market as clothing quality level, appearance, style, name and packaging. The basic utility of clothing must be realized through some specific forms.

Experiential marketers should first focus on the interests pursued by customers when buying clothes, so as to satisfy customers' needs more perfectly.

Formal clothing is a clothing entity perceived by consumers through their senses.

It includes: the shape, style, trademark, quality, packaging, design, style, color and so on. Among them, the five characteristics of quality, style, feature, clothing brand and packaging have great attraction to consumers. They carry the core content of clothing, function and utility.

These can directly give the experiencer the intuitive experience of sense of touch, smell and vision.

Expected clothing is a set of attributes and conditions related to clothing that the experiencer usually acquiescence and acquiescence when experiencing or buying clothes.

Include

Influence, clothing enterprise culture and so on.

For example: we go to Starbucks to drink coffee and hope it's delicious, comfortable and time free.

Consumers take a plane hoping to be safe and punctual.

We hope to experience filial piety, Thanksgiving, healthy and harmonious culture when we buy clothes and hope it is fashionable and functional.