With the development of social economy, people's consumption level has improved; the level of consumption has changed from the initial demand for the basic functions to the pursuit of added value, which contributed to emotional marketing. Emotional marketing is the combination of personal emotion and product marketing to meet the emotional needs of consumers. In the 21st century, women have occupied an increasingly important position in social life. With the improving of women’s economic status and family status, 21st century has become the dominant era of female consumption. Females have become the main motive force for the development of the market.
The purpose of this thesis is to help find some emotional marketing strategies of clothing. Shop owners are concerned with women’s consumer behavior and psychological characteristics, so emotional marketing is more used with female consumers. By analyzing female consumer behavior and consumer psychology, combined with the theory of emotional marketing, the intention is to help shop owners find emotional marketing strategies.
There is an interview and a questionnaire in the thesis. In the interview, a shop owner told women caring about when their buying clothes and some strategies that she had. Women’s buying behavior and their emotion has been asked in the questionnaire. From the questionnaire, the main result is different ages consumers have different shopping psychological characteristics and emotion. Therefore, the research of this article has important significance to the female consumption market
