Abstract:

With the significant change of economic model, brand fashion consumption comes into a new and higher stage. Fashion market emphasizes more on consumer’s personal and emotional experience about fashion brands. During today’s experience economy, customer’s pursuit is transferring from the physical side to the emotional and spiritual side. Starting from the concept of “Experience Design”, this paper expounds the inevitable existence and importance of the brand fashion experience design in building customer’s relationship with brands. It emphasizes the capability of “Dao”. At the same time，it also emphasizes the deconstruction effort of “Shu” in stimulating customers’ senses, consciousness, body and mind when fashion experience design begins to realize its goal out of other brand elements. It aims to find out a new way and method to improve China’s fashion brands nowadays to a new stage.