How To Reflect The Value Of Clothing In Marketing?

In the experience economy environment, clothing is mature and reliable. Experience marketing The premise, the concept of clothing comprehensive, complete, systematic presentation, will be more conducive to experience marketing management.

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 part 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 enterprise 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 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. Marketer 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, it is becoming more and more difficult for marketers to dress in a unique form. Consumers are increasingly determined by the overall effect of clothing to experience providers that ultimately choose.

Thirdly, the competitive advantage of enterprises lies in the differentiation of clothing. From the two components of functional and non functional clothing, when constructing the garment differentiation characteristics, enterprises at the core level should consider how to add new functions, how to improve the original functions, make them more convenient and comfortable to use, and how to make garment packaging more beautiful and attract consumers and appearance more beautiful at the formal level; whether more experience elements can be designed in the expectation level and extension level; whether the potential layer is more Lenovo for the experienced 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. Because clothing consumption is a continuous process, it needs pre-sale publicity. clothing It also requires 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. It is no exaggeration to say that to a large extent, they owe much to their better understanding of the importance of non functional clothing in the overall concept of clothing.