A Typical Case Study Of The Experience Design In Chinese Fashion Designer Brand

With the progress of material civilization and economic development,the consumption structure of people is changing gradually.On the basis of basic material pursuit,people pay more attention to the needs of spiritual level.Under such background,the clothing brand starts to seek new design methods constantly in order to meet the spiritual needs of consumers.As a representative Chinese clothing brand,Chinese clothing designer brand has attracted much attention in recent years because of its independent style.What's more,in the design method,Chinese clothing designer brand is also more flexible and innovative,which takes the method of experiencing design to focus on the personality of consumers,attracts the attention of consumers and meets the demands of consumers.The research objective of this paper is to make a detailed analysis and elaboration on the experience design elements,and to take the brand ZUCZUG as a case in order to make a research of experience design.Firstly,through analyzing a large number of domestic and foreign literature,this paper starts from the perspective of experience economy to make a more accurate definition of experience design and Chinese clothing designer brand.In addition,this paper elaborates the experience design forms and methods of clothing brand,and further expounds the experience design frame of Chinese clothing designer brand.On the basis,this paper makes specific classification of the experience design elements of clothing brand,namely material elements,behavioral elements and environmental elements.On the premise of this,this paper makes a survey on network customers experience satisfaction degree of Chinese clothing designer brand ZUCZUG,to explore the experience appeals and demands difference of consumers between various elements of clothing brand.Eventually,this paper takes ZUCZUG as an example to summarize the application of experience design in Chinese clothing designer brand and puts forward suggestions,thus providing new ideas and methods for experience design operation of other Chinese clothing designer brands.