Research On Experience Design Of Brand Clothing

With the rapid development of economy, China’s social structure has changed a lot, the number of the middle class and the rich are in growth, and consumer brand awareness and demand are in promotion. Brand clothing market has got a rapid development in the past ten years. However, it is still weaker of domestic brands compared to the global brands in design concept and design power. So, the purpose of this study is how to create the advantage of brand apparel product, explore the design experience methods of brand clothing, enhance the brand clothing experience of consumer.By the study of topic-related literature at home and abroad, the experience design is redefined concretely and accurately, the design concept and feature of brand apparel is further studied, eventually, it is proposed that the update and development of brand apparel design concept is the basis of the clothing transformation and rapid development in the new era.According to the experience dimensions division of Professor Bernd H. Schmitt’s, the brand clothing experience design elements is divided into the material factors, behavioral factors and psychological factors, and then the application rule is proposed of brand clothing in experience design. And the consumers of the most economically developed area of Jiangsu province, Zhejiang province, and Shanghai are investigated of brand apparel experience, then, the consumers experience demands and needs are studied of clothing brand experience elements.Finally, the vacancy and short of domestic clothing brand experience design is studied, and then, the prospect and market demands of local brands are explored. The brand clothing design patterns and methods are analyzed systematically and perfectly through the practice brand case.