Abstract:

Beginning from analyzing the human emotional needs and regarding emotion as the positioning core of apparel brand, a guidance system of market segmentation is thus developed. By introduction of emotional positioning way of apparel brand and analysis of emotional elements regarding apparel brand, the correspondence relations of emotional gradation and Maslow’s hierarchy of needs and apparel hierarchy of function are obtained. The relation between emotional positioning and specific character of brand and the emotional tie between consumer and brand are expounded. It is argued that emotional resonance is the basis between consumer and apparel brand, and proper adjustment of emotional positioning is the key to keep emotional tie between customer and apparel brand.