The Design And Practice In Experience Marketing Of Pop-up Fashion Store

With the emergence of experience economy,the experience consumption has become a trend.People begin to pay more attention to the special experience that can bring the happy memories for themselves.Pop-up store is a new marketing mode which developed by the Western countries,compared with the traditional retail stores,it has more novel,fashion design elements in the design,and it also has the change in the sales way that pay more attention to create perfect consumption experience for consumers.The distinctive charm of Pop-up store has attracted a number of fashion brand,they think of that the special marketing model can appeal to more customer and take some change of the status of the downtown in retailing.The marketing strategy which could take the cake in the future is that can provide the unique consumption experience for customer.This research take the Pop-up store as the object of study to make a marketing project plan in the innovation design and practice for brand C.First of all,this paper make an analysis summarizes of the experience consumption and Pop-up store by the literature study,and make a comparison of the Pop-up store and traditional clothes store,make the theoretical basis for the later practice study.Secondly,the study make a detailed research and analysis of the experience strategy of the domestic and foreign Pop-up store,summarize the commonly strategies of the experience consumption,think of the Pop-up store can provide more diversified consumption experience for consumer in four traditional way such as sensory experience,emotional experience,thinking experience and motive experience,make the foundation for later creative design in the experience consumption strategies.Finally,based on previous studies,this paper make a marketing project plan for brand C,and make a innovation design and practice of experience consumption in sensory experience,emotional experience,thinking experience and motive experience.With the advent of Electric Business Times,the clothing retail industry started in the condition of the downtown,Pop-up store is a wonderful way to get rid of this dilemma.It is a new way of marketing that can make a way to find the new method to help enterprises make transform in business pattern,with the innovation design and experience consumption mode.