Study On Experiential Marketing Strategy Of Apparel Brand Terminal Store

As a new economic form,experience economy has penetrated into every aspect of economic lives,and is becoming a new growth point of social economy.With the rise of experiential economy,traditional marketing has not necessarily adapted to the new marketing environment.Experiential marketing which focuses on customer experience has become an inevitable choice for enterprises in the new era.The apparel retail market in China is in a golden growth period now,while a large number of foreign clothing brands influx into the domestic market,and then the competition among the clothing brands is increasingly fierce.The concept of" terminal determines success or failure "has been paid more and more attention in the apparel industry.At present,there are still a lot of confusion,inefficiency and mismatch in the application of an experiential marketing strategy in the terminal store.On the other hand,there are few researches on experiential marketing in the existing literature.The study on experiential marketing strategy of apparel brand terminal store is still a relatively new concept.Through data collection and field research analysis,the study compares the current situation of the application of experiential marketing strategy in the terminal store from the domestic to foreign markets.At the same time,this paper combs and sorts the experience marketing strategy from the viewpoint of a clothing brand terminal store.On the basis of summarizing the experience marketing and related terminal store theories,from the perspective of experiential marketing,combined with the division of the apparel function,the study constructs a matching system of experiential marketing strategy and apparel brand terminal store's function classification.Furthermore,the study illustrates and analyzes the domestic and foreign excellent cases based on the author's one-year study experience and data collection in Tokyo for every term in the match system.Finally,the article puts forward suggestions for the current situation and shortcomings of domestic clothing brands.Meanwhile the study makes an implementation scheme according to the research conclusion.The study is expected to provide reference and help for the domestic apparel brands.