View The Value Of Existence Of Brand Clothing Experience Stores From Perceptual Consumption

Nowadays, people have comprehensively entered the experiential economic era whichtriggers the emergence of experience stores in various industries. Compared with traditionalbrand clothing retail stores, the brand clothing experience stores not merely sell products tocustomers, but more importantly, they deliver the overall enjoyment of purchasingcommodities to customers. While offering satisfactory commodities, they also bringcustomers a perfect experience in physical and spiritual aspects so that customers willgenerate more trust and sense of loyalty to this brand from the bottom of their hearts.The consumer psychology in contemporary era has changed a lot compared with thatbefore. With the era development, there are more and more commodities, and the selectionrange of consumers is also gradually expanding. Therefore, consumers are no longer satisfiedby just obtaining commodities in product selection, but starting to focus more on thepsychological feeling in the process of purchasing the commodity. In many cases, thepsychological changes caused by factors like vision, audition and emotion will directlyinfluence consumers’ decisions on whether to buy the commodity or not. Perhaps acompliment from the salesman or some details in the product package may arouse the innerpleasure of consumers. As a result, the consumers may immediately purchase thecommodities which were indecisive or never considered purchasing before. Such impulsivepurchasing behavior is called perceptual consuming behavior.Therefore, the huge driving effect of perceptual consumption on the sales of brands canbe noticed. This paper expounds the value of existence of brand clothing experience storesfrom the characteristics of perceptual consuming behaviors. Specifically, it is analyzed in thefollowing seven parts: the first chapter introduces the concept of brand clothing experiencestores, the research significance and the status of researches about the influences ofperceptual consumption on the sales of brand clothing. The second chapter elaborates thecauses, meanings and development status of experience stores from aspects of the changes ofconsumption concept and sales mode in new era. The third chapter starts from the consumerpsychology in contemporary era, specifically analyzes the perceptual consuming behaviormode of contemporary consumers, and focally studies the factors influencing the perceptual consumption of contemporary consumers from four perspectives of emotional experience,fashionable factor, psychology of seeking novelty and shopping environment. Throughrespective researches of experience stores and perceptual consumption in the previous threechapters, the fourth and fifth chapter deeply analyzes the advantages of perceptualconsumption brought to brand clothing experience stores from the angles of stimulatingconsuming behavior by experiential consumption environment and the differences betweenbrand experience stores and ordinary exclusive shops. The sixth chapter concludes theopinions through questionnaire survey and analyzes the market prospect of brand clothingexperience stores. The seventh chapter concludes the whole paper and draws the mainconclusions and problems to be solved.