The Application Study Of Emotional Marketing In Fashion Clothes Marketing

With the development of the modern society, people’s consumption concept and attitudes have a significant changes. Nowadays, consumers pay more attention on the spiritual value and psychological value instead of only product function. Once products or services provide more added-value or feeling, it will be more attractive to consumers. The emotional marketing concentrate on the consumers’emotional needs and put consumer’s "emotion" as the main line through the whole marketing process.With the competition in apparel industry become white-hot recently, the function of costume cannot touch consumer’s heart deeply any more. On the contrast, the balance between consumer’s emotion and the spiritual or cultural the costume expressed has become the top one reason of consuming behavior. Therefore, once consumer’s emotion is presented, consumer will be enchanted."Emotional marketing" will be the breakthrough in apparel industry in China. Currently, most apparel enterprises have finished building up their own brand and formal marketing strategy. If "Emotional marketing" were applied in apparel marketing correctly, China will not only a big produce and export country of apparel, but also a country with great international clothing brand.This article is based on the theoretical analysis combined with case support. With the advanced theory and research methods, as well as the emotional marketing research home and abroad in apparel field, it expounds the concept, development, advantages and methods of "Emotional marketing".Combined with the case analysis of different stylish casual brand, this article analyzed the application of "emotional marketing" from emotional product, emotional price, emotional promotion, emotional environment and emotional services logically and exhaustively. At last, this article also summarized the adverse effect of "emotional marketing" and proposed the control measure and prevention methods.