Research On Fashion Brand Marketing Model Based On Customer Experience

As a kind of extremely complicated cultural phenomenon, fashion contains a global manufacturing and retail industry. It also crosses the boundary between the high value-added manufacturing and modern service industry. It contains the design and spread of fashion theory,manufacture, procurement and sale of fashion products, the design of fashion service and the service of a series of business activities etc. There is no doubt that the brand construction and marketing is very important in today’s fashion industry and both are seen as the whole string system between enterprise value system, business goals and personal desire, aspiration and the actual demand of customers.Nowadays, under the background of experience economy, customer experience process is very important in each link in the fashion system, whether in custom luxury, designer brand, or small independent brand and mass-market brand. It affects the whole industry chain from product development and design to retail. Marketing activity based on customer experience is actually a pattern to create customer value. On one hand, it could fully investigate customers’ demands,analyze the way through which enterprises could be more close to the customers and position the strategies of products and marketing. On the other hand, it could determine the key link of customer experience with the aid of contact theory, implementing and realizing the whole activity process required for customer experience.As the gathering place of national well-known fashion enterprises and famous brands, as well as the city with most complete development of Chinese retail formats, Shanghai focuses on the development of the garment industry, and could investigate the state of present Chinese fashion brand marketing model.