Exploration On Exprience-based Designer Brand Image Building

With the advance of technology and material life,society has entered an era of experience economy.Experience economy regards service,consumer’s perception and other abstract concepts as part of commodity.In short,consumers will no longer only pursue the functional properties of a commodity itself,but also needs its added value and brand experience.In recent years,the marketing strategy based on brand experience has become a trend,and experience consumption going beyond the practical use value have been attracting more and more attention.“Experience” has narrowed the supply-demand relationship between customers and enterprises and helped some enterprises to widen their differences from their competitors.The continuous development of experience economy has changed the way people shop.Popular clothing brands seem to be not highly favored by consumers.On the contrary,designer brands targeting minorities become a tendency.For consumers,they are not just buying a product,but also a taste,style and life attitude.In recent years,various designer brands have sprung up around us and have attracted more and more attention,thus creating a new consumption strategy in business activities.To vigorously develop designer brands is a way to increase the added values of China’s apparel industry so that it will gradually transfer from OEM to ODM and OBM.The objective of the present research is to start with the brand experience and the features of designer brands,explore the cores of creating a designer brand image from the perspectives of sensory experience,emotional experience,cultural experience,cultural experience and related experience,discuss the implications of experience for shaping the presence of a designer bran,and try to create a designer brand image from different dimensions,thus enhancing consumers’ recognition of designer brands,optimizing and expanding their design thoughts and methodologies,better serving designer brands,and providing theoretical evidence and references for building designer brand images.This research project can be divided into six parts: The first part is the introduction,including the research background and the current situation,purposes and significances,Innovations of the researchand research thought and framework of this paper.The second part presents a theoretical review of brand and brand experience-related theories.The third part details the characteristics of designer brands and seeks for the experience dimensions applicable to the building of designer brand images.In the fourth part,the author discusses the creation of designer brandimages from the following dimensions: sensory experience,emotional experience,cultural experience,cultural experience and related experience.The fifth part introduces the practice of building the self-made designer brand “Vintage House” and verifies the feasibility and effectiveness of building a designer brand by the method of practice.The last part gives the conclusion of the research and the research outlook is made.