摘要
随着消费者需求的日益多元化与个性化,服装消费已然跃升为身份认同与美学享受的象征。面对消费者对服装品牌互动体验的殷切期盼,在电子商务环境下,文章根据服装行业的激烈竞争态势探究了服装品牌互动体验提升的具体路径。服装企业应从创新互动形式、优化数字化购物体验、深化个性化情感链接、构建售后闭环机制等维度着手,以创新思维和数字技术赋能,精准洞察并满足消费者需求,方能真正满足用户需求,提升用户的品牌忠诚度。
With the increasing diversification and personalization of consumer demands,clothing consumption has risen to become a symbol of identity recognition and aesthetic enjoyment.Faced with consumers’earnest expectations for the interactive experience of clothing brands,this article explores the specific path to enhance the interactive experience of clothing brands based on the fierce competition situation in the clothing industry under the e-commerce environment.Clothing enterprises should start from innovating interactive forms,optimizing digital shopping experiences,deepening personalized emotional connections,and building after-sales closed-loop mechanisms.By empowering with innovative thinking and digital technology,they can accurately understand and meet consumer needs in order to truly meet user needs and enhance brand loyalty.
作者
谭钦文
Tan Qinwen(Shanxi College of Applied Science and Technology,Taiyuan 030062,China)
关键词
电子商务
服装企业
品牌形象
数字化
传播策略
e-commerce
clothing enterprises
brand image
digitization
communication strategy
作者简介
谭钦文(2003-),男,四川南充人,本科生,研究方向:电子商务。
