Research On The Sensory Experience Marketing In Clothing Online Sales

Due to the low barriers to entrance online sales,more and more online stores settled in the E-commerce sales platform,apparel online sales also appeared and became prosperous.However,there lacks some professional technique and scientific theory guidance in the design and operation of online clothing stores.In addition,with the arrival of the era of experience economy,many consumers regard online shopping not only as a way to obtain clothing products,but also a way of relaxation and decompression.Consumers pay more and more attention to the online shopping for bringing them a sensory experience to meet the psychological pleasure.Therefore,the research on the sense of experience marketing of clothing online marketing has become a necessary research topic,it is worthy of further study.In this paper,the sensory experience of consumers' purchase during shopping in different channels are analyzed,especially consumers' purchase process in the network marketing channels.Through the comparison of the operation modes and website characteristics of the major e-commerce platforms,and clothing brands sold online are conducted and analyzed.From the point of view of sensory experience,the visual sensory experience project,the auditory sensory experience project,the multi-sensory experience project and the sensory transfer experience project are analyzed.According to the style of clothing products and business philosophy the right store design and clothing display are chosen in order to give consumers the most enjoyable shopping experience.Based on the above research,a questionnaire is conducted by consumers.Based on the analysis of the questionnaire data,the sensory evaluation index of clothing online sales is obtained,and then empirical study on the evaluation index system is made.To the brand Yin Man's online store,from it's brand effect,the clothing display to the detail display,a case study is made to demonstrate the research above.In this study,according to the sensory experience marketing of the clothing online sales,the sensory experience items were analyzed one by one and through expert interviews and questionnaire investigation,the sensory evaluation index of clothing online sales was constructed.Combined with the research results of many fields,such as aesthetics,psychology,physiology,marketing and so on,the author has come up with a set of theories and methods which are suitable for the operation of the clothing store.The results of this study can provide a good sensory experience environment for consumers and provide theoretical guidance for business operators to carry out sensory experience activities.