服装品牌的情感定位

Emotional positioning of apparel brand

从对人类情感需求的分析入手,将情感作为服装品牌的定位核心,由此进一步扩展了市场细分指标体系。引入服装品牌的情感定位方式,通过服装品牌情感因素的分析,得出情感层次与马斯洛的需求层次理论、服装穿着功能层次的对应关系。同时阐述了情感定位与品牌个性化之间的关系和消费者与品牌之间的情感维系问题,认为消费者与服装品牌之间的情感共鸣是情感维系的基础,而适度的情感定位调整则是保持服装品牌情感维系的关键。

Beginning from analyzing the human emotional needs and regarding emotion as the positioning core of apparel brand,a guidance system of market segmentation is thus developed.By introduction of emotional positioning way of apparel brand and analysis of emotional elements regarding apparel brand,the correspondence relations of emotional gradation and Maslow′ s hierarchy of needs and apparel hierarchy of function are obtained.The relation between emotional positioning and specific character of brand and the emotional tie between consumer and brand are expounded.It is argued that emotional resonance is the basis between consumer and apparel brand,and proper adjustment of emotional positioning is the key to keep emotional tie between customer and apparel brand.