Research On The Consumption Experience Of Clothing Brands Based On O2O Mode

With the advent of the Internet era,the traditional garment enterprises suffered dramatic shock,making many clothing companies turn off there offline stores,so they need upgrading and reconstruction.However,Uniqlo,Zara and other fast fashion brands are developing rapidly in China.Currently,O2O(Online to Offline)model is the Internet hotspot.020 in the two"O" image on behalf of the two worlds,one is virtual the other is reality.Online and Offline,but the core is the "2"."2" is a kind of spirit,a kind of thinking,is link and fusion.Clothing industry as a fashion and inextricably linked industry,garment industry become one of the earliest ones who use 020 model.We can see that foreign fast fashion enterprises have begun to test the 020 model,due to the different consumer groups and brand positioning,domestic and foreign garment enterprises to test the 020 model can be divided into four modes:Store Oriented,Private Customization,Lifestyle Store and Fans Oriented.Because of its good brand influence and technological development support makes Japan and the United States brand:UNIQLO,Zara and other brands can be online and offline full-channel areas of strategic layout,to complete the transformation.This study combined fast fashion brand 020 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 020 model.Based on consumer psychology and behavior theory,this paper establishes a theoretical model of consumer experience in apparel brand 020 model.Through reading too many books,group discussion and questionnaires,this paper designs a consumer experience based on online and offline combined marketing model Questionnaire.Then,the questionnaires were distributed and retrieved,then the collected data were collated to eliminate abnormal questionnaires.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 expemence.Through the analysis.of the data,the author verifies the accuracy of the hypothetical model and combines the basic situation of China's apparel industry and draws on the successful strategy of foreign fast fashion brand 020 model for China's garment enterprises from pricing,internal training,marketing,virtual fitting,LBS positioning service,after-sales management system,these aspects make some suggestions,I hope for the domestic clothing brands to carry out 020 business model as reference and guidance.