Sociology in Fashion
Experiential analysis in
Fashion Product
Womenswear
Haute Couture & Prét-a-porter
A/W 12-13,S/S 13
Sociology of Fashion T2
Master in Fashion Product & Production Management
SOLEDAD AGUIRRE
VINCENZO FERRANTE
ILSE JARA
ALEJANDRA MARIN
TABLE OF CONTENTS
1. Introduction
2. Cognitive Experiences / Think
2.1 Experiences Facilitating The Purchasing Process
2.2 Experiences Making Consumers Think
2.3 Cultural Experiences
3. Emotional Experiences / Feel
3.1 Experiences that Facilitate an Hedonic Approach in Shopping and Consumption
3.2 References to Emotions and Feelings
3.3 Thematization and Storytelling
4. Sensorial Experiences / Sense
4.1 Experiences Which Arouses Consumers Senses
4.2 Olistic and Sinestesic Experiences
5. Active Experiences / Act
5.1 Experiences that directly involve consumers
6. Social Activities / Relate
6.1 Experiences aimed at creating a connection with consumers
6.2 Experiences aimed at facilitating relations among consumers
7. Conclusions. Experiential Grids
8. Bibliografy
1 Introduction
The concept of experience has been gaining more and more importance over the last years within the consumer’s purchasing behaviour. Many are the reasons why such driver is nowadays as relevant, and certainly the multidimensional approach people have today, as well as their evolved consumption motivations, play a central role in defining such relevance.
The concept of experience embraces many disciplines, as psychology and sociology, even though it is the marketing the area whose influence has developed the most such new approach. In particular, the concept of experiential marketing is more and more in opposition with traditional marketing.
The meaning of experience is not easy to be explained: it is possible to understand it though by analyzing two different typologies of it.
The first includes whatever definition envisioning the experience as the result of the process of knowing.
The second
Fashion Product
Womenswear
Haute Couture & Prét-a-porter
A/W 12-13,S/S 13
Sociology of Fashion T2
Master in Fashion Product & Production Management
SOLEDAD AGUIRRE
VINCENZO FERRANTE
ILSE JARA
ALEJANDRA MARIN
TABLE OF CONTENTS
1. Introduction
2. Cognitive Experiences / Think
2.1 Experiences Facilitating The Purchasing Process
2.2 Experiences Making Consumers Think
2.3 Cultural Experiences
3. Emotional Experiences / Feel
3.1 Experiences that Facilitate an Hedonic Approach in Shopping and Consumption
3.2 References to Emotions and Feelings
3.3 Thematization and Storytelling
4. Sensorial Experiences / Sense
4.1 Experiences Which Arouses Consumers Senses
4.2 Olistic and Sinestesic Experiences
5. Active Experiences / Act
5.1 Experiences that directly involve consumers
6. Social Activities / Relate
6.1 Experiences aimed at creating a connection with consumers
6.2 Experiences aimed at facilitating relations among consumers
7. Conclusions. Experiential Grids
8. Bibliografy
1 Introduction
The concept of experience has been gaining more and more importance over the last years within the consumer’s purchasing behaviour. Many are the reasons why such driver is nowadays as relevant, and certainly the multidimensional approach people have today, as well as their evolved consumption motivations, play a central role in defining such relevance.
The concept of experience embraces many disciplines, as psychology and sociology, even though it is the marketing the area whose influence has developed the most such new approach. In particular, the concept of experiential marketing is more and more in opposition with traditional marketing.
The meaning of experience is not easy to be explained: it is possible to understand it though by analyzing two different typologies of it.
The first includes whatever definition envisioning the experience as the result of the process of knowing.
The second
References: Addis, M., (2005), L’esperienza di Consumo: analisi e prospettive di marketing. Pearsons Prentice Hall, Milano. Arnauld, E.J., Price L.L., Zinkhan G., (2004), Consumers, McGraw-Hill, New York. Codeluppi, V. (2005), Manuale di sociologia dei consumi, Carocci, Roma.