A Brief Analysis Of Experience Design Method Of Fashion Brand Under Experience Economy

With the rapid economic development,China's social structure has undergone tremendous changes in the experience of the economy in a new form of economic slowly penetrate into people's lives, along with the advent of the era of economic experience, people's consumption patterns is bound Will change as the economy changes, and marketing will change, from traditional marketing to experience marketing- a focus on customer experience as the core of marketing. Significant changes in economic patterns brought about the upgrading of brand clothing consumption, clothing brand more and more emphasis on consumer personalization, emotional brand experience, the brand only to seize the consumer's "heart" in order to have the market in order to develop, Consumers need not only products at this stage, but more value on the pleasure of the purchase process, the development of brand experience design concept is the majority of clothing brand attention in the experience of economic times, enterprises are experienced planners, is no longer simple Of the provision of goods or services,but to provide a final experienceFirst,This paper first makes a lot of research on domestic and foreign literatures, from the point of view of experience economy,the definition of experience economy and experiential marketing is expounded, and the concept and principle of brand experience design are expounded. Furthermore, the concept and connotation of experiential design The author analyzes the concept of clothing brand experience design, and makes a concrete classification of the elements of experience design of clothing brand. It is divided into material element, behavioral element and mental element, and through the corresponding case analysis, And expounds the application rules of the experience design in the clothing brand, and then conducts market research on the consumption behavior of the consumers in Beijing area. Through the questionnaire, it studies the consumption behavior and psychological factors of the consumers at the present stage, analyzes the experience demands of the consumers; This paper summarizes the design method of the clothing brand experience and expatiates on how to implement the experience design method, and carries on a simulation experience design practice on the basis of the MUJI brand as the case, so as to provide the brand new experience for the enterprise to carry on the suggestion And methods.