Introduction to the basics of fashion consumption

Digital products have become the dominant fashion consumption.

Fashion consumption is a consumption behavior, a lifestyle and a consumption culture. It contains different aesthetic psychology. This paper analyzes the different aesthetic psychological orientations of sensitive consumers, subjective consumers and indifferent consumers from the psychological point of view. Fashion consumption is people's follow-up and imitation of certain material or non-material items in consumption activities, and it is people's fashion propaganda for consumption activities. It is not only a consumption behavior, but also a popular lifestyle. It is a kind of consumer culture circulating in the form of material culture, because its carrier is not only material, but also something with profound cultural connotation. Fashion is a kind of ideological and spiritual enjoyment, which not only embodies personal consumption hobbies, but also embodies a person's values, aesthetic psychology and other internal things. Pursuing fashion in consumption activities is a manifestation of social progress.

There are many theoretical models for the spread of fashion and popularity. The "medical" model of fashion holds that fashion spreads in geometric series among consumers. Just like a virus, it starts from a small number and then infects a large number of people until it becomes a fashionable psychological model. It is believed that psychological factors such as seeking consistency, diversity, personal creation and gender attraction make people chase the trend. For example, many consumers want to be different (although they don't have to be different). The sociological model of fashion holds that fashion is accepted by sub-cultural groups at the beginning and then spread throughout society. From the comparison of acceptance period, fashion is between classic and fashion. Cosmetics occupy an important proportion in fashion consumer goods.

Fashion consumption is popular for many reasons. For example, the popularity of fashion clothes, advocating superior status and status, pursuing novelty, longing for a convenient life or artificial creation for commercial purposes. , are all popular reasons. But the most fundamental point is that people often have two diametrically opposite psychological tendencies: one is seeking differences, wanting to be different, wanting to highlight themselves, being uneasy about the status quo, liking the new and hating the old, and constantly pursuing novelty and change; The other is herd mentality. I don't want to be outstanding, I don't want to change myself casually, I want to hide myself in front of the public and be content with sticking to the rules. Sports industry marches into fashion consumer goods market.

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: periodicity.

In order to compete with Ford Motor Company's Model T, Alfred Si Long, president of American General Motors Company, set up a design department specializing in creating fashion design forms at 1927, with popular styles against Ford's brand and streamline as fashion, changing the popular styles of automobile modeling every year. This trend spread to other product designs, and streamline became the earliest popular fashion style. Si Long's idea has become a fashionable principle today, that is, planned elimination. Every year, innovation in style and color, artificial creation of fashion, creation of fashion style, and planned abolition of existing fashion are of great benefit to enterprises. Only through styling design can we achieve the purpose of promoting sales and create a huge market. Fashion has a similar experience. Christian Dior, a French fashion designer, regularly introduces popular styles and colors. Dior is a talented marketer. He knows how to promote his own design and how to establish his own image. He launches a new series every six months, which is a very successful marketing method.

Novel nature

Novel modeling, unique functions and charming colors are quite attractive to fashion consumers. They seek novelty, change and coolness, pursue individuality, hate old-fashioned, old-fashioned and boring, and oppose ruthlessness. This consumption motive is firstly manifested in the pursuit of the unique appearance of the product: in 2003, Watson's bottled water won the purchase and pursuit of a large number of young consumers in China market for its fashionable appearance. Later, Nongfu Spring also followed the trend of "fashion", but the shape had obvious imitation traces.

Samsung mobile phone with unique personality and pursuit of fashion design has satisfied many young consumers in China who are pursuing fashion. For example, in the color of mobile phones, Samsung introduced pearl white to consumers for the first time; Dual-screen mobile phones were also the first to be launched by Samsung. Not only that, Samsung also pioneered the new concept that "mobile phones can also be used as decorations" and won a large number of consumers. Samsung mobile phone is a latecomer to enter the China market. However, this latecomer is undoubtedly the biggest success of this market recently. According to the list of top global 100 brands in 2007 published in the survey of "2007 global 100 brands" jointly conducted by interbrand, a world-class brand evaluation agency, and Businessweek, an internationally renowned financial magazine, Samsung ranked 2 1, and its brand value increased from 5438 in 2006.

consistent

Popular styles and colors are mostly realized by imitation and conformity, which is the expression of people seeking social identity and security. Therefore, popular products should have economies of scale, and a considerable number of people should use it to produce economies of scale. In other words, we should aim at the core consumer groups, so as to drive market sales. In 2003, China Mobile aimed at young and fashionable users and promoted "M-Zone in M-Zone" all over the country, which is a successful example: M-Zone emphasized the freedom of young people, took "My site is my master" as the slogan, and found the endorsements of current pop idols such as Jay Chou and She, and won the enthusiasm of students. Chery QQ is a strategic product of Chery Company. QQ is a familiar symbol for young people, representing network, fashion, new life and freedom. Named after it, it not only shortens the distance with young consumers, but also lays a good foundation for word-of-mouth communication among target consumers. This name has made a great contribution to the rapid creation of high popularity and brand image in a short time, and QQ has become synonymous with fashion. In addition, Chery QQ also designed personalized advertising slogans: "Young people's first car" and "Show my true colors". And choose newspapers, television, internet, outdoor, magazines, activities, etc. That is, the target group pays attention to it, and quickly conveys information such as QQ brand image and brand appeal to the target consumer group and the broad audience; From the introduction of low price in May 2003 to the end of the year, more than 28,000 cars were sold, creating a sales record of a single brand mini-car. At present, Chery brand has maintained an invincible position in the domestic mini-car market.

The Times

Fashion products are the result of social progress and scientific and technological development, and represent the characteristics of the times. As the characteristics of a certain era or a certain stage of development, products generally have the following two conditions: first, they represent the latest level of advanced technology in that era; Second, its use should be enough to influence people's material and cultural life. At this point, Apple has always been ahead of the trend. Almost every product is a work of art. 165438+iMac, which went on sale in June 1998, redefined the appearance of personal computers and quickly became a symbol of fashion. Before its launch, 654.38+0.5 billion people subscribed to the iMac only through print and TV publicity, and in the following three years, it sold 5 million units. From the point of view of design morphology, iMac is a beautiful work of art, which has brought great influence to computer industry and design industry. From the perspective of color design, iMac's bright colors make it jump out of the milky ocean, making consumers feel refreshed and suddenly enlightened-the original high-tech products such as computers can also be colorful; From the perspective of design psychology, iMac meets people's deep-seated spiritual and cultural needs. Through metaphorical and aesthetic design, the design is given more meaning and users feel more cordial. Starting from the lifestyle of the times, iMac has successfully enhanced the affinity between digital products and people. Since the advent of iMac, its exquisite appearance and reasonable man-machine interface design have made users no longer unfamiliar and afraid of the use of this high-tech product. The interface design of iMac pioneered the humanization of software operation. Elegant tone, moderate mouse movement speed and drop-down operation menu are all very scientific and humanized. The iPod launched in 200 1 and the iPhone launched in 2007 also maintained Apple's consistent design standards and fashion-leading style.