Abstract: As a social psychological phenomenon, fashion has always been an important commercial element to stimulate consumption, which can create commercial value in a big market. Fashion consumption is the most vital and emotional consumption form in mass consumption. In China today? Fashion consumption? It has become a common practice, which is undoubtedly an unprecedented opportunity for enterprises and businesses. How to find out the corresponding countermeasures rationally from the perspective of emotional marketing psychology is a blind spot in current marketing psychology. In view of this kind of psychology of consumers, grasping the fashion trend in design and carrying out fashionable design will undoubtedly attract consumers' attention and win business opportunities.
Keywords: fashion consumption; Consumption era; Consumer psychology; design
With the continuous prosperity of economy and the further improvement of people's living standards, people's consumption concepts are constantly updated. We can clearly feel that a strong consumerism upsurge is surging in the society, and consumerism is spreading rapidly in China. Fashion consumption is a consumption trend formed in consumers' daily life, and it is the most vital and emotional consumption form in mass consumption. Contemporary fashion consumption behavior is more active in the buyer's market.
Connotation of fashion consumption: the so-called fashion also refers to fashion, and English fashion refers to a certain living standard or lifestyle that is widely circulated in society or groups in a certain period, representing a certain lifestyle and behavior. Due to the interaction of many people, it quickly spread to all fields of daily life. It can be said that, as the name implies, fashion is? Time? With what? Advocate? The addition of. In this extremely simplified sense, fashion is the life that some people advocate in a short time. It is a social phenomenon as well as a historical and psychological phenomenon.
First, the characteristics of fashion consumption
There is a saying:? If you want to be a matador, you have to be a cow first. . A careful analysis of consumer behavior by a marketer helps him to develop products according to market demand and know how to please and attract consumers to buy their products. The basic point of marketing lies in accurately grasping the psychological occurrence law of fashion consumption and adopting a series of emotional marketing schemes. Fashion consumption is the main supporting force of attendance, ratings, circulation and best-selling, with a wide range and a large number of people. Who can be welcomed by this part of consumers, who can get rolling financial resources. Fashion consumers are never monolithic, and their composition is very complicated. Although the boundaries of different components are relatively vague and uncertain, they can still be divided into certain levels, including refined, shallow, deep, high-level consumption, medium-level consumption and levels that need further development. At present, although fashion consumption has different levels and characteristics, through careful analysis, we can still find out their similarities and differences:
(1) Leisure and entertainment. At present, China culture is in a transitional period, which is mainly manifested in the transition from natural economy to commodity economy and from planned economy to market economy. From rule by man to rule by law, from asceticism to secular happiness; The transformation from management culture to mass culture is the cultural background of current leisure fashion consumption. Since the reform and opening-up 20 years ago, the reform of body theory has been promoted on a large scale in China. With the change of life, the establishment of personal space and the influence of western social thoughts, China people begin to realize that they have a free body. People have not only their ideological selves, but also their physical selves. Whether a person is free depends not only on whether he can think freely, but also on whether he can dress, dress up and fall in love at will according to his own preferences. Beauty consumption, fashion consumption, cultural and entertainment consumption, etc. It shows the fashion consumption characteristics of paying attention to itself and meeting individual needs. Personal feelings are more intense in fashion consumption. The marketing strategy of merchants must cater to the characteristics of leisure and entertainment, so as to formulate a marketing plan that conforms to fashion consumption.
(2) Planarity. Consumer's consumption activity is a life process full of emotional experience, especially the deep emotion and emotionality of fashion consumption make their consumption concept short and flat. For example, clothing culture, from the changes of shoes, can be seen that fashion consumption is flat and short-lived, rocket-like, square-headed, riding boots-like, high-heeled, and the wind turns, coming and going. This short and fast fashion consumption makes enterprises have to keep up with the situation and constantly develop new products to meet the changing market demand.
(3) packaging. In China's contemporary business activities, beautiful faces of women are indispensable in every occasion. At the auto show, BMW cars, beautiful women pose as cars, and women use them to beautify products and package business environment; Fashion show teams wearing ribbons regularly perform public welfare performances in public places, so that ordinary people can appreciate the beauty of women and have a good impression on enterprises, and guide the fashion consumption trend. Beauty consumption presents a more direct packaging fashion. The beauty salon is a dream factory for recreating women. At present, there are various plastic methods to reconstruct beautiful women, such as rhinoplasty and nose shape modification, double eyelids and pouch removal, permanent painless hair removal, liposuction to lose weight, French special breast augmentation and so on. For this feature in fashion consumption, marketing planners can study the characteristics of female consumer groups from the mentality, find the marketing positioning point of products from the passion, and find the marketing path, methods and means from the enthusiasm.
(4) The fertility rate is low. The immaturity of fashion consumption is particularly obvious in the current mass fashion culture consumption. As Mr Yao said:? Nowadays, the cultural market seems to be a big kindergarten open to the whole society, and all kinds of cultural foods are smashed and chewed and fed to consumers. ? This statement is correct. For example, some publishing houses have just launched Twenty-four History, Zi Tongzhi Jian and 300 Tang Poems. Vernacular series, and then there are the picture books "Historical Records", "Zuo Zhuan" and "Warring States Policy" carefully planned by the publishing house? Picture book? Series. So simple is easy to understand, and easy to understand is easy to understand. However, at the cost of losing cultural depth, it cultivated an immature cognition. The infiltration of banter and emotion dispelled profundity and elegance, and at the same time dispelled the rationality existing in philosophy, history and literature and art, turning it into a cartoon that everyone can understand. Anything that is exaggerated too much will go to its opposite. According to the social content and nature of emotion, emotion can be divided into moral sense, rational feeling and aesthetic feeling. Consumers' appetite for this fast-food and frothy cultural consumption is completely destroyed, and their interest is sharply reduced, because consumers' sense of reason is formed in the process of understanding, and the deeper they know, the deeper their sense of reason is. In fashion consumption, due to the differences of consumers' social status, cultural literacy and practical experience, they will inevitably show different aesthetic experiences.
(5) sensibility. The biggest psychological feature of fashion consumption is perceptual consumption that refuses rationality and follows feelings. In the series of activities of fashion consumption, advertising is very active and eye-catching. The most prominent change in today's cultural media is that it intensifies people's perceptual psychology such as desire, impulse and subconscious, and weakens the color of rationality to a great extent. For example, advertising frankly stimulates consumers' desires, which have at least three levels. The first layer is consumer desire. In fashion consumption, advertising is the pioneer. The extensive publicity of calcium and zinc supplementation, the endless infusion of melatonin as a gift, and the frequent persuasion of breast augmentation and liposuction are all stimulating and leading the public's desire for fashion consumption. The second layer is natural desire. The advertisement of leather shoes oil links leather shoes with girls' favor; Chewing gum advertisements link oral hygiene with girls' love; Shampoo advertisements connect a silky shiny black hair with the eyes of many men, and the erotic ingredients are clear at a glance. The third layer is group desire. This refers to the collective unconsciousness that the group experience of race has been passed down from generation to generation into some historical accumulation. For example, the desire for health and happiness, the desire for youth and life, strength and
The worship of prestige is engraved in people's minds in the form of compression and abstraction, which has become the internal psychological motivation of fashion consumption. The above characteristics of fashion consumption provide a theoretical basis for marketing psychological strategies. Fashion consumption leads fashion under the corresponding marketing planning. The process of consumer shopping activities is also the process of communication between marketers and consumers. Marketers should grasp the emotional trend of fashion consumption, adjust their psychological state and control their emotions spontaneously, and do a good job in marketing fashion consumption.
Second, people's consumption psychology in fashion consumption
The above characteristics of fashion consumption are actually a reflection and expression of people's consumption emotions. In contemporary daily fashion consumption, emotional dimension is mainly reflected in the following aspects.
Need dimensions. In the basic level of daily life, the acquisition and consumption of daily life data is the most basic level, because it directly meets the most basic survival needs of people, even if the human body continues to exist in itself and another body. In a sense, people are constantly producing and living under the drive of various needs and desires. People's needs are a dynamic and complex system that is constantly being generated. Maslow, a famous American social psychologist, once put forward the famous hierarchy of needs theory. When discussing people's motivation, he divided people's basic needs into five basic levels, the most basic level is physiological needs, followed by security needs, love needs and respect needs, and the highest demand is self-realization needs. Maslow believes that people's needs are met from low to high. In general, high-level requirements will only appear after low-level requirements are met. The diversification of contemporary fashion consumption is a more personalized and socialized consumption demand after people's basic needs such as physiological needs are met.
The fusion of emotional symbols. In the post-modern urban culture, mass culture industry and consumer culture are more deeply integrated. The expansion of mass cultural industry is not only the expansion of cultural goods and information market, but also the control and guidance of commodity purchase and consumption behavior under the influence of spreading culture. In this era, the consumption of commodity signs and symbols has become the main source of consumption, and the brand and symbolic significance of commodities, such as style, color and modeling taste, far exceeds the practical value. ? Post-modern city is more of an image city and a city with self-awareness in culture. ? The daily life and leisure life of a city cannot be separated from the interpretation of certain cultural symbols. ? Floating public signs and images have produced a series of endless imitations? Baudrillard called it. Surreal world? . The process of fashion consumption is actually the collection and dispersion of symbols.
The embodiment of leisure psychology. Mr. Wang Xiaobo, a famous contemporary scholar, said that the lifestyle of contemporary people is superficial and leisurely, and backward in a hurry. This summary image is just right. The development of popular culture is not only manifested in the increase of cultural goods and the choice of leisure lifestyle, but also activates the whole society's pursuit and experience of new cultural lifestyle. In this atmosphere, consumption and leisure mean various carnival and pleasure experiences. This is a new, more democratic playboy city full of beautiful women and gentlemen. People just need to be happy. People are used to and expect a life that is vague, without depth, without center, unable to provide or even need to provide the basic meaning of the real world. ? In the shopping centers, commercial squares, museums, theme parks and tourist experiences of contemporary cities, there is a * * *, which is the spatial feature of cultural disorder and mixed style. ? Postmodern style has entered urban architecture, commercial advertisements and fashion magazines, and has been integrated with popular culture. Pop culture is no longer a new style of lower culture, but various experiences of consumption and leisure in post-modern urban lifestyle. Fashion consumption under the background of leisure culture is more active and radical.
Emotional orientation of consumption. We define the field of daily life as the world of daily consumption from the perspective of people's activities such as food, clothing, housing, transportation and eat drink man woman. In order to reveal the internal structure and operating mechanism of this consumer world, it is necessary for us to understand first? Consumption? Define the category of. Generally speaking,? Consumption? It has narrow and broad connotations. Consumption in a narrow sense usually refers to the economic sense? Personal consumption? It mainly refers to the process that people consume material materials to meet their daily needs, and it is an indispensable condition for restoring people's labor productivity. Social products used to meet people's daily material and cultural needs mainly include people's survival and development materials such as food, clothing, housing and transportation. It also includes enjoying information, which is often said? Means of subsistence? And then what? Consumption data? . They are different from the labor materials and labor objects consumed in the production process, and are used for production and consumption? Means of production? And then what? Means of production? . In a broad sense, consumption includes not only personal consumption that individuals continue their vitality, but also production consumption that society ensures the continuity of production. Because, in the final analysis, people do nothing more than two things in the world: one is to continuously produce various products, including material products and spiritual products; The second is to consume natural and human products in various ways. In this sense, consumption is reflected in all fields of human activities. Daily fashion consumption is mainly a consumption of spiritual and aesthetic needs, or a consumption of brand symbols.