基于体验营销的童装品牌零售终端设计

Retail Terminal Design of Children’s Clothing Brand Based on Experience Marketing

童装品牌终端面对的不止是成年消费人群,还要针对儿童本身进行体验设计。现代的儿童有着个性独到的审美,童装品牌终端需要在吸引大人的同时也吸引儿童,成为以儿童为导向的童装零售终端体验。文章通过对体验营销的概念进行阐述,分析体验营销在不同零售终端的运用案例,融入儿童行为心理,提出符合童装品牌零售终端的体验营销设计,从而为企业体验营销的操作提供建议。

Children’s clothing brand terminal is not only for adult consumers,but also for children.Modern children have unique aesthetic personality.Children’s clothing brand terminal needs to attract both adults and children to become a kids-oriented retail terminal experience.This paper expounds the concept of experiential marketing,analyzes the application cases of experiential marketing in different retail terminals,integrates into children’s behavioral psychology,and proposes the experiential marketing design in line with children’s clothing brand retail terminals,so as to provide suggestions for the operation of experiential marketing for enterprises.