Research On Customer’s Consumption Experience Of Fast Fashion Brand O2O Model

In recent years, under the impact of Internet, the traditional garment enterprises suffered dramatic shock, they need upgrading and reconstruction. Meanwhile, Uniqlo, Zara and other fast fashion brands are developing rapidly in China. On the one hand, the number of their offline stores is increasing year by year, and on the other hand, their online store have a good performance.Currently, O2O(Online to Offline) model is the Internet hotspot. As closely associated with the development of the time, garment industry is one of the earliest ones who uses O2 O model. There have been many well-known domestic and foreign apparel companies have launched O2 O model, different fashion brands have different brand positioning and business models. According to the existing models, we divide them in four kinds: Store Oriented, Private Customization, Lifestyle Store and Fans Oriented. Among them, the stores oriented model is the most well-known and accepted by most consumers and whose representatives are fast fashion brands like Uniqlo and Zara. With a large amount of offline stores, well-built logistics system, strong brand influence, international fast fashion brands have advantages to carry out a full O2 O strategic layout.This study combined fast fashion brand O2 O model with customer’s purchase experience. Now, consumer’s concept of clothing consumption shifts from the traditional concept of "substance" to "experience" consumption. And consumers prefer convenient, fun, personalized shopping experiences. What consumers pursuit now is not only products quality, but also perceptions and feelings in the process. So whether brand is able to provide consumers with a unique and interesting product and service experience is the key factor for them to success. Basing on consumption experience value theory, this paper selects fast fashion brand for case study. And it involves consumer behavior, social psychology and other clothing multidisciplinary research knowledge to study consumer experiences of fast fashion brand O2 O model.This paper established fast fashion brand consumer experience hypothesis model, through literature, target consumer interviews, questionnaires and other methods. Through questionnaires and data analysis, using SPSS software to test hypothetical model, using factor analysis to reduce influencing factors’ dimension; Using regression analysis to determine the correlation between variables and hypotheses; Using One-Way Anova to obtain how demographic variables influence on consumer consumption experience.The results are as follow:(1) Functional experience value(product information, support services, price factor, efficiency factor and safety factor) has a significant positive effect on consumers’ perception experiences and emotional experience; Hedonic experience value(fun, personalized and aesthetic) has a significant positive effect on consumers’ perception experiences and emotional experience; Social experience value(sharing and social image) has a significant positive effect on consumers’ perception experiences and emotional experience.(2) Functional experience is the most important factor affecting consumer consumption experience. Product information is the primary factor. Efficiency is the secondary factor. Consumers require higher-quality service. The price is no longer the main factor. Safety weakens its influence. In hedonic experience value the most significant impact is aesthetic, followed by fun and then personalization, but the influence gap is tiny. In social experience value, sharing pays more important than social image in consumer’s perception while social image pays more important than sharing in the consumer’s emotional experience.(3) Consumer’s gender, residence, academic diplomas, monthly income and monthly amount of clothing consumption have no significant difference in consumer experience; Consumers in the age of 20-30 have better clothing O2 O consumption experience; Consumers’ occupation makes a significant difference. It can be seen, the impact of the factors consumers O2 O model of fast fashion brand consumer experience is not single, but multidimensional. Finally, combining research results and Uniqlo, Zara and other fast fashion brands O2 O model strategy, this paper proposed six advices from the aspects of product pricing and portfolio, target consumer group, marketing strategy, virtual fitting, LBS positioning technology, CRM customer management for the domestic clothing brands to carry out O2 O business model as reference and guidance.