A Study Of Experiential Marketing In Sports And Leisure Clothing Retail Industry

With the increasing fast pace of modern life, people’s pressure of work are also increasing, people are eager for a more relaxed and leisure living, so their demands for clothing have big changes too, which tend to seek more natural, comfortable and personalized clothing. Sports and leisure clothing has become hot-selling products and the main trend of clothing in recent years. Relevant data shows sports and leisure clothing market will become the largest clothing market in the coming years, and the annual sales growth rate will reach20%-30%. Sports and leisure clothing market will usher in another spring. However, competition in the domestic retail terminal is very fierce; clothing retailers must seek for new marketing route if they want to win a place in the competition. The experiential marketing will be the most powerful weapon in the21st century marketing battle, it has the most powerful communicate and interact with consumers, and who can firmly grasp the customers, who will win the customers. This thesis starts from the emergence and connotation of experiential marketing, and then analyzes the current situation of sports and leisure clothing retail market and the use of experiential marketing in it, combined with the case of O&F Company, proposes the implementation model of experiential marketing and the operation strategy.