Study On The Vipactivity Design Of Fashionable Brand

In recent years,the development of the local fashionable brand is very rapid,the local trend of culture has gradually become one of the young Chinese respected clothing culture,chasing the trend has gradually become a fashion consumer behavior.At the same time,fashionable brand competition between the increasingly fierce,in such a market environment,the brand would like to seek greater development space,fashionable brand marketing concept requires creative innovation,in particular,to develop and consolidate the VIP consumer group.For the VIP minority of the customer base,according to their preferences,characteristics,good VIP customer maintenance and event design is the fashionable brand development breakthrough,creative activities design is fashionable brand profit growth breakthrough.Based on the theory of activity design,this paper chooses tide brand VIP customers as the research object,designs the starting point of VIP customer's user experience,and explores the creative design method and design practice of VIP activity.First of all,the fashionable brand related research theory review,analysis of the definition of fashionable brand,characteristics and fashionable brand pattern.And then on the tide brand VIP customers to define the consumption characteristics of such groups and their needs.Then,the paper summarizes the customer experience theory of VIP customers,analyzes the demand of three levels of experience,the level of behavior and the level of emotion,and the relationship between user experience theory and VIP activity design.Secondly,according to the design of the fashionable brand VIP activity,this paper designs and distributes the questionnaire,conducts the research on the fashionable brand VIP customers,and completes the data collection and statistical analysis of the collected questionnaire,summarizes the objective needs of the VIP activity design.According to the existing theoretical knowledge and research conclusions,the author puts forward the six elements of the design,theme,object,content and link of VIP activity design.Then it analyzes how to evaluate the design effect of VIP activities,and puts forward the evaluation method of small activities suitable for VIP customers,which is mainly the effect,time and influence..Once again to the author to "ILOVECHOC" brand as an example of the practice of VIP activities to confirm the practice of this paper.Based on the characteristics of the ILOVECHOC brand,the demand of VIP customers,the creative design of the activities planning,from the purpose,content,object,process and experience design five aspects of planning activities,with objective results as the starting point of the activities of the effect of tracking feedback.Finally,the results of this paper are summarized.First,the VIP event design can help fashionable brand to expand the market and consolidate the VIP consumer groups,the profitability of the fashionable brand has a better role in promoting;Second,the proposed VIP activity design method,both the combination of design methods and innovative design methods,two design methods are applicable to small fashionable brand VIP activities,the actual design work has a practical guiding value;Third,from the VIP customer's senses,behavior,emotional three experience level VIP activity design,visual,auditory,smell,taste,touch is the design of the key,but also the brand elements into the design of the entrance.Fourth,the tide brand VIP activities on the design of the tide brand to enhance the reference value of the brand perfect VIP system has a good theoretical guidance.