体验经济时代,品牌的符号化是品牌建立消费关联度的最简单最直接的手段,本文结合服装品牌零售行业特点,旨在建立服装品牌终端特征与符号化消费互动体系。结合Bernd H.Schmitt提出的混合式营销策略,创立服装品牌终端零售的符号化之轮模式。为系统的研究服装品牌的零售终端符号化提供了理论基础。 In the era of experiential economy, the symbolization of the brand is the simplest and most direct means by which the brand can establish the relevance of consumption. This article aims to establish the interactive characteristic of the brand of the clothing brand and symbolic consumption based on the characteristics of the retail brand of the clothing brand. Combined with the hybrid marketing strategy proposed by Bernd H. Schmitt, the symbolic wheel mode of the terminal retailing of the clothing brand is established. It provides a theoretical basis for systematically studying the symbolization of retail terminals in apparel brands.