As globalization and advanced internet technology have made fashion labels produce fashion shows that are more entertaining and advertising, we now see them combining trend, music and digital technology to attract consumers through a new experience full of modern, edgy and interesting elements. Also, the brand value is consistently revealed by launching latest collections to create business benefits which cannot be underestimated. Given that, this study is to explore each aspect of fashion shows based on the theory of experiential marketing. In addition to lecture reading, questionnaire designed by the method of Analytic Hierarchy Process and then amended by interviews with experts is also done to conclude the ratio of different factors of experiential marketing in fashion shows for industry reference.
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