Abstract

Application of experiential marketing in the system of apparel store

Author(s): Aiqing Tang

With the deepening of brand in the domestic apparel industry, capital operation has become the inevitable trend. On the one hand, Enterprises has stabilized channel competitiveness, on the other hand, the enterprises has strengthened the construction of "specialization terminal stores" actively, seeking for stable market share. Setting up terminal retail system with information management, professional marketing, on the one hand, can provide enterprises with real, rapid market data, and help enterprises to establish scientific mechanism of rapid response, easing distribution and inventory problem; On the other hand it also can effectively promote the brand image and enhance the vitality of brand market. With the improvement of clothing brand degree, in the brand era, how to let consumer experience brand culture fully and cognize connotation of the brand becomes the key of the enterprises to win. Apparel stores is the eyes of the clothing brand culture, and it is an important place to fully display clothing, explain clothing design, show the enterprise business philosophy and attract the target consumers. Experience has promoted the emotion and value of brand culture to consumers. So how to highlight the brand value, build consumer brands and feel experiential stores will be the most effective marketing strategy