Research On Sensory Experience Marketing Design Of Female Fast Fashion Brand Under Para-social Interaction

Traditionally,female fast fashion brands have focused on physical(shape)and functional aspects,appealing to consumers with convincing price and quality perceptions.But in the Internet age,consumers are pursuing female fast fashion brands that offer them a unique and memorable experience.Therefore,the new trend of sensory experience marketing design is increasingly concerned and practiced by brand design managers,marketing scholars and practitioners(especially the author).In the past four years,the author took the rise of VLOG,insisted on outputting video content,and obtained considerable attention and volume,and had the privilege of cooperating with many female fast fashion brands.During the cooperation,we follow the sensory experience marketing elements,enhance the para-social interaction,and carry out design practice from the four levels of basic,story,emotional and empowering sensory experience marketing design.The findings of this paper support the hypothesis that para-social interactions and sensory experience marketing are key drivers of consumer perceived brand value and greatly influence the brand experience.The experiment verifies that the para-social interaction affects the sensory experience marketing effect factors of female fast fashion brands.Based on this,the author proposes the elements and strategies of the sensory experience marketing design of female fast fashion brands under para-social interaction.These findings provide interesting clues for promising sensory experiential marketing.