Consumer Experience Economy: The Main Direction Of Fashion Industry

　　 Experience economy The term "The Experience Economy" was put forward by American scholar B.JosephPine II and JamesH.Gilmoe in 1999. It is generally believed that experience economy is a social evolution stage based on service as a stage and commodity as a prop to integrate customers into it. It is an extension of service economy. The reason for the emergence of experience economy is that the ordinary service economy is gradually commercialized, making people's desire for personalized consumption difficult to be completely satisfied, and begins to shift the direction of attention and money expenditure to the economic form that can provide unique value for them, that is, experience economy. Thus, experience economy starts from life and situation, and shapes sensory experience and thinking identity, so as to catch the attention of consumers, change consumer behavior, and find new value and space for goods. This should also be the core requirement and main direction of Zhejiang fashion industry.

In fact, according to the marginal utility theory, the value of goods lies in the marginal utility that consumers can experience. In this sense, experience economy has always existed in human history. With the continuous enrichment of commodities, the marginal utility of traditional products and services has accelerated. The branding of products means that consumers experience different value experiences from different brands, but this experience is mostly external and belongs to the primary state of experience economy. With the theme experience design, product club and its precise advertising, Internet information dissemination, some products can create an inward and unforgettable experience, and continuously open up the market blue ocean, which is the charm of the experience economy and the life of the fashion industry.

　　 at present Zhejiang, from industry to agriculture, from computers, Internet to tourism, commerce, catering, entertainment, film and television, theme parks, etc., is playing the fashion with the unique service and becoming the experience economy. Correspondingly, the development of the fashion industry in the province needs clearer connotation and industry focus, as well as broader connotation. It needs to be actively integrated into the experience economy, service economy category and track, so as to achieve better cultivation and upgrading.

For Zhejiang, the focus of the fashion industry is to drive the experience economy. It also has its unique advantages: gathering of talented people, well-developed manufacturing, numerous brands and high-end consumption. But in general, the experience economy development in Zhejiang is still at the stage of take-off. There is still a long way to go to improve the fashion quality of clothing, shoes and hats and so on. For example, it is urgent to further integrate products into experiential brands, add more elements that can resonate with consumers, stimulate consumer desire through hunger marketing, organize product clubs, and implement private customization.

In addition, Zhejiang needs to actively share the consumption experience by Checker, which represents users' experience of business products or services and is willing to share their consumption experience, so as to maximize the economic effect of the experience, just like the current Tesla marketing strategy, while Ctrip tourism is the representative in China. Comparatively speaking, the development of Internet based experience economy in Zhejiang is still relatively insufficient, or is still in the stage of large-scale marketing and manufacturing based on e-commerce. Personalized innovation and experiential marketing, service club or private customization of manufacturing products need to be strengthened in order to speed up the process of experience economy in fashion industry.

　　 in addition It should also be noted that the Internet era has brought unprecedented opportunities for the development of the fashion industry. With the extensive introduction and optimization of theme experience design and continuous customer experience, it has also brought about a high demand for the quality of products and services. Thus, the development of fashion industry and its experience economy will require more intensive, friendly, transparent and honest economy, and put forward a high standard for the optimization of Zhejiang's economic development mode and path.

It can be seen that experience economy is an important direction of service economy participation and individuation development. The fashion industry in Zhejiang should be closely integrated with the experience economy cultivation. As the main direction and chief complaint of its development, it is necessary to strengthen the construction of relevant entrepreneurial and innovative environment, culture cultivation and system construction. Only in this way can we achieve the great development and upgrading of the fashion industry.