Marketing Strategies of Fashion Businesses
To achieve positive WeChat marketing results, it is necessary to understand two models about consumer behaviors. Traditionally AIDMA model divides the whole process of consumers purchasing a product or service into such five successive stages as Attention, Interest, Desire, Memory, and Action (Lv Junfeng, 2015). http://www.aleeshainstitute.com/ In this process, consumers first notice a product or service through various media and develop strong interests and purchasing desire subsequently, which leaves them a deep memory of the product or service and finally drives them to purchase it (Wang Jiangkun, 2015). However, the rising of the Internet makes this model incompatible with modern consumers’ purchasing behaviors (Lv Junfeng, 2015), for which a new model called AISAS (an acronym for Attention, Interest, Search, Action and Share) was proposed on the basis of AIDMA model. Under this new behavioral model, the features of the Internet are fully considered. Therefore, AISAS suggests that consumers will start to search for information related to a product or service voluntarily on the Internet after being informed of and interested in it (Lv Junfeng, 2015).
They will also choose to share their purchasing experiences on the Internet with others after making the final purchase. The whole process is an authentic indication of modern people’s style of living and consumption (Wang Jiangkun, 2015). Aleesha Institute Fashion Designing While considering consumers’ purchasing behaviors, we should also take into account the unique features of fashion market, which in reality is known to be seasonal and ever changing with personalized and diversified demands of consumers(Ding Zhaochen and Pi Yaodong, 2017), who can easily switch from one fashion brand to another without suffering any losses(Zhang Qiong, 2017). These features entail effective marketing strategies from fashion businesses to retain its current customers and attract more potential ones. Given that WeChat can be utilized by fashion businesses to interact with customers point to point(Ning Wenfei, 2017; Zhang Chunming and Li Qian, 2017), or provide tailor-made information to customers with their own specific needs(Qu Ying and Ren Jun, 2016), it is absolutely feasible to regard WeChat as a marketing tool for fashion businesses, and research into WeChat marketing strategies are deemed significant and pressing. Many businesses do have successfully and effectively utilized WeChat as a tool to market their products point to point, and many marketing strategies have been developed as a result(Guo Chunli and Ren Li, 2016). However, the majority of those strategies are formulated based on general marketing theories (Zhang Chunming and Li Qian, 2017), and few are based on AISAS consumer behavior model. Research into the combination of AISAS model with WeChat marketing in fashion businesses is almost unseen. In this research, the author investigates the utilization of WeChat as a marketing tool in fashion businesses in Wuhan city in China. On the basis of the investigation and the unique features of fashion businesses, several WeChat marketing strategies targeted at young people are put forward by the introduction of AISAS consumer behavior model.
DISCUSSION AND SUGGESTIONS
Based on the above-mentioned results, it can be said that WeChat marketing practices of fashion businesses do not achieve their expectation. However, this dissatisfaction does not mean that WeChat is not an effective marketing tool that businesses could employ to promote the sales of their products. Instead, considering the popularity of WeChat as a social networking media among young people, fashion businesses have no good reason not to use it to connect themselves with those young people, who are usually their most important customers.
On the other hand, fashion businesses should not continue to adopt marketing strategies based on traditional AIDMA model (An acronym for Attention, Interest, Desire, Memory, and Action), which stresses the driving effect of marketing tools on consumers by attracting their attention, arousing their interests, driving their purchasing desire, leaving them great memory and finally driving them to make purchasing actions. This model is no longer compatible with the purchasing behaviors of modern consumers in the mobile Internet age, when people will search and make comparisons before making the final purchasing actions, and tend to share their shopping experiences with friends after the purchase. This is the socalled AISAS consumption model. This consumption behavior is well in line with the results of the questionnaire, where the overwhelming majority (above 90%) report they use WeChat mainly for social interactions with their friends, and about 68% of them will be willing to share the shopping experiences with their friends and make buying recommendations. Therefore, the following suggestions for the improvement of the effect of WeChat as a marketing tool in fashion businesses can be made based on the survey and the AISAS consumption model. Firstly, fashion businesses should try all means to promote their WeChat subscription accounts among young people. This is because their accounts are in fact not as popular among young people as those of other kinds of businesses like entertainment or news, with less than 17.5% of all people connecting themselves with fashion businesses’ accounts in the survey. Effective platforms businesses could use to promote their WeChat subscription accounts include but not limited to microblog, business email, company websites, offline shops, marketing campaigns, employee sharing, fashion forums and magazines, and other social media like QQ.
Secondly, information distributed to subscribers through WeChat should be well designed and tailor-made. Subscribers could easily switch from one account to another account with no cost. In the survey, complaints of an overall insufficiency of information and lack of information of subscribers’ interests are reported generally by the respondents. Therefore, in order to maintain the loyalty of subscribers, fashion businesses should investigate the interests of their targeted customers and regularly distribute information that could retain their subscribers. Thirdly, efficient interactions with consumers during WeChat marketing campaigns should always be stressed. These interactions include the information communication, which means that businesses should provide information that is needed by consumers before, during and after the purchasing actions, promotion communication, which indicates that promotion campaigns should not be launched randomly, but done in the ways that attract the interests of subscribers, like redemption games or flash deals, as well as online and offline interaction, which could help to improve the sales conversion rate while spreading the subscription accounts. Finally, businesses should take measures to encourage consumers to share their positive shopping experiences. In the survey, about 68% of people are willing to share their shopping experiences with their friends and make buying recommendations. Their shopping experiences might include the product information they notice, search or are interested in as well as their product using experiences after the purchase. Consumers’ sharing of positive shopping experiences could definitely improve a business’s brand image and its product sales. Measures encouraging positive experience sharing might include loyalty points which can serve as discount coupons or cash refund.