Research on the Clothing Consumption Experience Demand Based on the O2O Model

With the rapid development of the Internet and modern e-commerce, the consumer demand for apparel products and services, as well as consumer behaviour, has changed. In turn, the O2O (online-to-offline) business integration model has come into being, while understanding consumer needs with regard to O2O experience in clothing stores has become the top priority. The purpose of this paper is to explore factors in terms of how to enhance the competitiveness of clothing brands. In this study, a questionnaire survey, SPSS software for statistical analysis and case analysis were used. In the process, this paper puts forward six common attributes of successful O2O experiences in clothing stores.