Research Of Fitting Room Layout In Brands Based On The Experiential Marketing Theory

With the arrival of an era of experience economy, those constantly upgradedconsumers’ requirements, has not only stay in materials, but in spirit. In order to findnew living space for products and service, businessmen try hard to create consumers’sensual experience and psychological identification. Meanwhile, they’ve done theirutmost to create the sensory atmosphere to stimulate consumption.As a part of stores terminal, fitting room has not played the most basic role ofchanging clothes for people. Nowadays people paying more attention to theconsumption experience, which demands the design of fitting room to meet the needsof consumers’ multi-dimensional feeling and emotional response.By using the manner of literature research, the author has consulted a largenumber of literature in this thesis. This thesis has generally summarized the theory ofexperience marketing, and also compared the experience marketing with thetraditional marketing.Experience marketing, as the new researching angle setting to fitting room, hasmade use of lots of practical research to achieve much more useful information, evenin the relative lack of the research of putting dressing room as the marketing strategyby previous scholars. Combining the current situation of fitting room in shopping mall,the author has done a lot of questionnaire survey、data analysis and comparative studyduring3months. The questionnaire survey reflects different views for the setting offitting room from people of various status and position by asking them individually.Then in the basis of the background of experience economy and several main factorsthat affecting customers’ satisfaction to fitting room, the author has also done thedesign practise for fitting room of “F” brand clothing.Finally, the author sets up fitting room with experience type and proposes somepromoting strategy for the setting of fitting room through the data analysis in earlierstage and the combination of lots of practices.The above research and analysis will have realistic meaning in both consumersand clothing brand sellers. Especially in the future terminal fitting room setting for brand clothing, it has done the elements summary which influence consumers’experience satisfaction, and provide reference value both to the setting strategy offitting room and the research of fitting room setting for scholars in the future.