The Research of

Clothing Purchasing Behavior

of 9-12 year-old Children

Based on Service Design

Zhang WenyunSupervisor:David Fassi10497268Sep.,2016

ABSTRACT

In the children clothing market, the majority of brands and companies are used to concentrate on merchandising and extension, but ignoring the shopping experience and real needs from customers. Taking 9-12 years old children as the main target of study, parents as indirect target, this thesis mainly describes the consuming behavior and attitude of customers, which will help to analyze the inner motion and factors that could affect the children’s clothing shopping experience. Based on all of theresearch, design guideline was created for children’s clothing shopping experience, which leads to the final design pro-posal.

Literature review was divided into two parts, i.e. research objects and research methods. Research objects include children psychology and children consum-ing behavior, while research methods include service design methods, ques-tionnaires, interviews etc.

In addition, based on the literature review, the design research was conducted, which includes questionnaires, interviews, observation and personas and customer journey map. All of these research methods aim to go deep for the inner motion of users.

Finally, the design guideline for children’s clothing shopping experience was discussed and a design proposal was made.

Key Words: children’s clothing shopping experience, shopping experience, children psychology, service design

Chapter 1

Introduction

In the children clothing market, the majority of brands and companies are used to concentrate on mer-chandising and extension, but ignoring the shopping experience and real needs from customers. Taking 9-12 years old children as the main target of study, parents as indirect target, this thesis mainly describes the consuming behavior and attitude of customers, which will help to analyze the inner motion and factors that could affect the children’s clothing shopping experi-ence.

/background

According to National Economic and Social Development Statis-tics Bulletin 2015 National Bureau of Statistics given show, 0-14 years of age population of 22558 people, accounting for 16.5% of the population. In other words, the number of children in the country accounted for about 1/6 of the total number of countries, while the market for children's products and brands is far less than for the youth market products and brands. In the existing market for children's products and brands, is committed to long-term and sustainable development of the brand is even more rare. In the existing literature and research survey found that the existing children's products shopping session, parents shopping for a decision to occupy a major part; and also the parents of children brand as the main target customers, weaken-ing the child's own aspirations and needs.

With China's rapid economic development, in an increasingly competitive market conditions, market segmentation is getting smaller, more and more brands and businesses aimed at the children's market has great potential. The reason to be optimistic about the children's market, can be summarized as follows: First, the child population base, strength in numbers means that the market capacity, the possibility of further development of the more; secondly, the potential to improve the level of consump-tion, with the economic development, people's income contin-ues to increase household income to promote growth, and thus greatly enhance the level of consumption in children; and third, the concept of parenting has changed, due to the need Chinese family planning, most family-one-child policy, parents for the child's physical, emotional and other aspects of the development of high hopes. Children become independent consumer is age and the West become synchronized.

Former children's shopping areas, brand and corporate purchas-ing decisions tend to parents as the main concern, because the parents are the real master key decision makers the economic balance of a family, and children generally in the parents' sug-gestion "carried out under the shopping options do not have decision-making power. Now, with the change in parental attitudes, more and more parents are willing to focus on practical experience with the needs of the child. Therefore, more and more children began to study the children's market for compa-nies and brands, understand the economic life of children in the family's role, as well as parents for childcare concept of change.

In addition, with the advent of the experience economy era, more and more children's products and brands are turning to a wide range of strategies, O2O marketing model has gradually children and parents to a new shopping mode phase, they can from to understand the various aspects of a brand, to experience a service.The problem comes mainly from April 2015 Italian fashion brand DIESEL and Milan Polytechnic University PSSD joint curriculum project design. In the course of the project and the subsequent literature review, we found a relatively small domestic literature and research on child-related shopping behavior, the more literature will focus on marketing and marketing children's prod-ucts, with little real concern for children to learn children's self-awareness and inner needs. DIESEL It is eyeing the nearly empty field, trying to explore the real demands of the child by the method of design and research, in order to express their own children as a basis for the establishment of a unique DIESEL and distinctive brand image, and thus open up for China children's fashion market.

/purpose

The purpose, on the one hand, through rigorous design methodol-ogy (literature research, interviews with questionnaires, observation, etc.), children learn how to do the shopping process is the decision, the factors affecting children drawn cart through quantitative and qualitative analysis of . This survey is not only the children them-selves, but also involves the parents and child experts (such as teachers, children's bookstore, shop workers, etc.), derive more direct and simple and effective information for analysis and research. On the other hand, according to research methods of service design guide children to draw independent shopping guidelines and application suggestions for child-centered business-es and brands, there are more possibilities and more substantial in the future development of designed to provide a reference value.The significance of the study is divided into two levels of theory and practice:

In theory sense, we hope that through this research, trying to identi-fy the factors affecting children make purchase decisions, and several types and causes children to make shopping decisions. There is also hope to supplement the lack of domestic theoretical research in this field today.

Practical significance is the children shopping market in future designs, to provide child-centered psychological and behavior-al guidelines and application recommendations to improve the theory and practice of development status practically impossi-ble to form a commercial service in the actual design theory. At the same time after practice, constantly sum to provide more efficient data collection and research for sustainable ecology research, promote development of the industry. Second, hope for children to explore the shopping behavior can cause not only children's clothing brand children's needs for attention, but also to more child-related industries can pay attention to, recognize the importance of the child's own needs, the real advocate child design centers.

/structure

Direct object of study children, fundamental research subjects are children shopping behavior, shopping behavior in children is through the shopping process in children to achieve. The scope of the study is the shopping behavior of Chinese chil-dren's clothing and children's clothing from the shopping behavior studies to the development prospects of entire refrac-tive child consumer industries. Since this also relates to the use of service design thinking to study children's shopping behav-ior, this article will serve as a method of design thinking and indirect object of study.

Research Methodology Based on the Blessing and Chakrabarti two experienced researchers proposed DRM Design Method-ology (Design Research Methodology) research framework, is now more widely recognized and design methodology.DRM is divided into four stages, namely:

• Research Clarification • Descriptive Study • Prescriptive Study • Descriptive Study

On this basis, the study analyzed by quantitative and qualita-tive methods. At the same time, by looking up the relevant professional literature methods to identify children shopping behavior related definitions. Comparison shopping behavior compared to children What is the difference of the average adult is in shopping behavior, which will affect the research

method to later.

Second, understanding through literature, questionnaires, interviews, and observation to children what behaviors in cloth-ing shopping process, factors that influence children's shopping behavior obtained through qualitative and quantitative research methods, deep-level mining and needs motivation behind these acts.

Finally, children learn the true motives behind the shopping behavior and aspirations, based on the proposed shopping behavior in children to better use in the design-related services over a number of recommendations and guidelines.

RC PART DS PART PS PART

LITERATURE

QUESTIONNAIRE

INTERVIEW

SHADOWING

CONCEPT STUDY PROBLEMS

BASIC PROBLEMS

USER BEHAVIOUR

CONCLUSION

DESIGN GUIDELINE

PROBLEM BEHAVIOUR

WHY

KIDS

BEHAVIOUR

SERVICE

USER

DATA COLLECTION ANALYSIS CONCLUSION

SERVICE DESIGN TOOL

Customer Journey Map

System Map

Interaction Storyboard

Chapter 2

Literature Review

This article will expand research in the framework of the design research methodology, and service design as a research method, depth factors influenc-ing children's consumption behavior. In addition, the con-sumer behavior of children and child psychology research has a close relationship. So design from the relevant literature research methodology, child psychology, children's consum-er behavior and design services start to find its intrinsic associa-tion and history.

/methodology

This paper uses the Lucienne Blessing and Professor Amaresh Chakrabarti jointly proposed two design research methodology (DRM, namely Design Research Methodology). In the design of the study process, research methodology designed more to play the role of a framework for the implementation of the study provide a method and guidance.

DRM consists of four phases: RC stage (Research Clarification), DS I stage (Descriptive Study I), PS phase (Prescriptive Study), DS II stage (Descriptive Study II) (Blessing et al 1992; Blessing et al.. 1995).

Method Part Outcoming

Literature

Analysis

Suppose

Analysis

Goal

Understanding

Support

Evaluation

RC stage (Research Clarification), that is clear research objectives. Research objectives of this project, namely to understand children's behavior in the clothing shopping process; intrinsic motivation and the real needs of shopping behavior in children behind; come to the needs of children-centered design guidelines and application suggestions based on research methods of service design.

DS (I) Stage (Descriptive Study), that is, the depth of understanding of research questions and objects. DS stage paper will collect data,

analyze the data and draw conclusions progressive research and analysis. In the data collection phase, the first literature review way to learn about domestic and foreign research status and trends related to this subject, and the subject determine the theoretical contributions and value. Secondly, the use of ques-tionnaires to quantify the status of research on children shopping market. Again, at the conclusion on the basis of the question-naire, and carry out in-depth interviews, the tendency of children to understand shopping behavior, preliminary exploration of the reasons behind the behavior. Finally, verify and supplement questionnaires and interviews to the conclusion by observing the law. In the data analysis stage, we will use the basic tools and services designed to carry out further scientific inquiry. Customer Journey Map users can understand the situation and select an environment where every aspect and face; System Map analysis of all participants roles and functions of the system from the perspective of the overall concept; Interaction Storyboard is from the abstract level of interaction conclusion be expressed through storytelling and visualization methods.

In drawing conclusions stage, through all of the above methods of review and summarize. Therefore the research process chil-dren shopping behavior problems and children's behavior and attitudes in shopping process, so that the depth of mining the deep reasons behind the behavior.

PS phase (Prescriptive Study) According to the above research conclusion, from a design point of view put forward constructive design recommendations and guidelines, and proposed a number of solutions and design ideas.

DS (II) phase (Descriptive Study) for the design and implementa-tion of the proposed design to evaluate and discuss the applica-tion guide. Since this assessment program can not be carried out in a short time. Therefore, this study will focus on the research results of the first three phases.

/children psychology

For the study child psychology level, it can be traced back to the Renaissance humanist after some educators, such as Comenius, Rousseau, Froebel et al. They made respect for the child to learn new educational thinking of children, child psychology is the embryonic stage. The scientific theory appeared in 1882, the German physiologist, an experimental psychologist Pryor Willian

T. Preyer issued a "child psychology" (The mind of the child) is formed marks in child psychology. His research focused on the child's own psychological characteristics and physiological development and psychological development of children. 1890s, American psychologist Granville Stanley Hall Hall for further study child psychology quantitative research methods, and put forward the theory of the development of psychology, will expand the age range to study child psychology adolescence. In 1910, the Austrian psychiatrist, psychologist Sigmund Freud (Sigmund Freud) put forward the theory of Personality Develop-ment (The Origin and Development of Psychoanalysis), his mental development of children will be divided into five stages: oral stage (oral stage), anal (anal stage), genital period (phallic stage), latency (latent stage) and reproductive (genital stage). In the oral stage (0-18 months), mainly through the baby sucking, chewing, swallowing, biting and other oral stimulation of access to food and pleasure; in the anal stage (18 months to 3 years old), children will focus excretion the thrill of control and release; the genital period (3-5 years), children will begin to focus on the role of mutual attraction and genital sex; during the incubation period (5-12 years old), at this stage, children will no longer be sustained attention, and even will reject any sexual contact until puberty stage; latency also known as "homosexual" period at this stage of children of the same sex are more likely to be recognized as well as family members or elders developed personal interests; reproductive period (12 years -20 years) , children's gradual emergence of secondary sexual characteris-tics of the opposite sex resume interest, began to pay attention appearance, image and perception of their own sex, sexual organs begin to become sensitive.

On this basis, the Swiss child psychologist, cognitive scientist Jean Piaget (Jean Piaget, 1958) proposed child psychology cognitive theory (Cognitive-developmental theory), that is, after an individual from birth to adapt to environmental activities in cognitive style when absorb knowledge and thinking ability to solve problems, which varies with age of course. And it pointed out that the theory of cognitive development is the interaction between internal and external, that development is the result of psychological factors subject and object factors interact, rather than simple genetic and environmental factors. And proposes four stages of cognitive development of children, that is per-ceived operational stage (Sensorimotor Stage, 0-2 years), pre-operational stage (Preoperational Stage, 2-7 years), concrete operational stage (Concrete Operations Stage, 7-11 years), formal operational stage (Formal operational stage, 11 years of age). He also proposed the development of Constructivism, that

originated in the innate psychological neither the maturity nor the origin of the acquired experience, but originated in the movement. Contact action is subjective and objective conditions of the medium. Theory of cognitive development Piaget child psychology so far are the most mature and widely used classical theory of concepts.

Albert Bandura theorized three yuan interactive "social learning theory" (1974), three refers to: personal, behavioral and environ-mental. Bandura said: "behavior, personal, environmental factors actually as interconnected and interacting determinants have an effect." First, the potential environmental factors that determine behavior; secondly, determine the behavior of the interaction of humans and the environment; and finally, the behavior is the interaction between the three interact. The growth of children is also a learning process of their society, and their behavior is closely related to the environment, the same, the environment and behavior can also affect the formation of their world view and personality.

PERSON

ENVIRON-MENT

BEHAVIOUR

From the above documents, you can understand the origin and development of child psychology, but also learned that chil-dren's psychological development by both the internal and external interactions. This is quite similar to the consumer behavior of children to produce child consumer behavior is also inseparable from the mutual influence of subjective and objec-tive internal and external causes. Development of child psychol-ogy for the study of consumer behavior of children laid a part of academic and experimental basis, for considerable research basis.

/children purchasing behavior

Behavior is that people have all the activities the purpose of which is constituted by a series of simple actions, referred to in everyday life demonstrated by all the action. From a psychological point of view, the behavior can be divided into: conscious behavior, subconscious, enter-tainment acts. Gestalt psychology (gestalt psychology) noted that human behavior is caused by the relationship between people and the environment of the decision can be divided into manifest behavior and subtle behavior (Wertheimer, 1922). Forming behavior is often a reason behind it, and the factors that influence behavior can reflect the motiva-tions behind the behavior. German psychologist Liwen believe that human behavior depends on the interaction between internal needs and the surrounding environment. When people are not satisfied with the practical needs of the time, individuals will produce an internal force, while the external environment will produce behavior triggered. He believes that the individual is a fundamental condition of the envi-ronment is, they produce behavior in interaction. According to this view, he proposed the famous behavioral formula:

B = F（P•E）In this equation, B for behavior, P for personal needs (internal factors), E on behalf of the environment (external factors). Therefore, Liwen believe that human behavior is the result of the interaction between people and the environment under (Liwen, 1953).

For consumer behavior in children, is in fact the development of chil-dren's cognitive psychology on the basis of evolved. Therefore also by the individual consumer behavior and the impact of the external envi-ronment, and the situation is more complex, multi-dimensional. In simple terms, including consumer behavior before buying (prepur-chase), purchase (purchase), purchase (postpurchase) in three stages (McNeal, 1982). Generally refers to pre-purchase before the purchase of goods, such as commodity learn, find products, packaging and other selected viewing behavior. Later refers to the process of the exchange of money and goods, including purchase decisions (decision making), or payment. After the purchase of which consumers purchase goods in a series of actions, such as: open the packaging, used goods, such as dropping behavior. Kuester for consumer behavior (consumer behaviour) definitions, namely WH study object is the individual, group or organization: to choose them, storage, use and disposal of products, services, experiences or ideas to meet the needs, and these processes and to consumers society has been affected. So the study of consumer behavior of children sucked in a broad sense to collaborative consump-tion by children and for children of the crowd. 1970 Scott Ward (1974)

adopted on the basis of Piaget's theory of cognitive development of the basic framework of the proposed "Consumer socialization" (con-sumer socialization) notion that "young people to learn how as consum-ers a process that includes the relevant skills, knowledge and attitudes of learning. "everything needs a learning process, consumption is also need to learn. "Consumer society is the main children's learning from family life consumer behavior process (Carlson, Grossbart, 1988)". 1986 John (John) and Whitney (Whitney) that "the consumer society is the result of the development of the structure of memory, and memory is the development of consumer-related information integration process of information for children." McNeal (1987) that the children mainly through in three ways, "learning" has become a consumer:

> Through trial and error to participate in the process of consumption to obtain the information he needs.> by mimicking the way. For example imitate parents shopping process in life.> through direct training or learning.

Of these three, the first two need to have rely on the environment, and environmental factors have a more close interaction; the latter dominat-ed by social experience. Therefore, in consumer behavior, the person (P) and the environment (E) are affecting consumer behavior, they are in two categories physiology and society, and has a close association with each other.

More than 25 years of theoretical study of the scope of a given age range of cognitive children 7-12 years old, but ignores the critical period of child development, such as pre-school stage, even the tod-dler stage of infancy. Therefore, in 1994, McNeal published an article entitled "Children of the stage of consumer society", and that "at least 100 months of the child can be called independent consumer." He consumer society from the perspective of children into ages five to analyze:

The first stage is the observation period (0-6 months), infants to observe people and things around by physiological perception (vision, hearing, touch, etc.), reflection began to perceive things autonomy from the initial physical condition; the second phase Looking for the period (6-24 months), infants and toddlers learn language into the stage, at this stage, they will gradually learn to fetch objects they want and express their needs by imitating their parents with the most simple language; the third stage for the selection period (24-48 months), physiologically, whether or bone strength has significantly enhanced the child in the period; in psychologically gradual cognitive and selected according to their parents tips; fourth collaborative later stage period (48-72 months),

children at this stage of the store, goods have a preliminary concept, they can present their needs and to their parents and parents shopping, choice of goods; fifth stage independent later period (72-100 months), in co-shopping on the basis of children's goods and money began to be aware when they have the ability to purchase goods they want, they hope that they can be independent from their parents shopping.At the same time, academics have begun to explore the factors that influence children's consumption. Haynes (1993) Children raised in Ward growth basis "socialization" theory, pointed out that two important factors affect consumption by children - cognitive factors and environ-mental factors. Cognitive factors associated with the child's age, as children grow older, their cognitive level will be a corresponding rising; environmental factors include family, media, peer extrinsic factors. McNeal 1995 - 2002 Joint Procter & Gamble P & G company from China consumer market to children dig and research, the present situation and the current trend of China's economic development. He noted in the report: 68.7% of Chinese children (7-11 years old) will affect the regular consumption of households, 23.3% of children will be involved in household consumption of durable goods. Therefore, children and families in the consumer influence each other, parents and children can express indirectly by influencing shopping demands, in the same manner, the family will have a direct effect on cognitive and shopping ideas for children. For the family socialization of children has a very profound impact. Moschis (1985) into the family exchange explored in depth on social (socio-oriented) and based on the concept (con-cept-oriented) two dimensions. In the home-based communication sociality, parents often require children obey their choice, so that chil-dren avoid strife society; the communication concept is based on the parents tend to adopt a two-way means of communication, to encour-age children to have a sense of independence and let children partici-pate in family decision-making matters.

In the children's consumer behavior related literature, we can see that scholars have gradually developed from internal factors influencing consumer behavior of children to explore external factors. Meanwhile, the family and society gradually for consumption by children show more openness and tolerance, this is not only beneficial to children growing consumer market to be children of the future consumer market to provide more opportunity for development. But relatively little literature on child domestic consumer behavior, the only studies are more inclined to study the market, rather than the children themselves. While the more mature theory comes from studies abroad, which is the signifi-cance of this study.

Chapter 3

Research for children

purchasing behaviour

In this study, the author will use a variety of quantitative and qualitative research methods from the point of view of the status of children's clothing shop. The object of this study was also limited to children, parents and children of employees is also indirectly related investigation object. So, faced with a variety of subjects, we need to survey research methods and processes detailed planning.

/framework

beginning medium ending

questionnaire interview shadowing user journey mappersona

> basic background > problem> user behaviour

> deeper reason> motivation

> record behavior> distinguish

> user needs> clarify users

> the whole process> discover pain point

Questionnaire language for the media, the use of strict design issues and tables, other research data collection (Tao Yongming, 2011). Questionnaire can be used as a preliminary survey, the research object has a general understanding that enables the designer to identify problems, to understand users' behavior and attitudes. On this basis, in-depth interviews based on the questionnaire designers can tap the value in question, through close observation and conver-sation with the user can further contribute to internal problems, learned phenomenon. The observation is required by designers for a long time a specific place at a specific time, the study object shadow style track, because the direct expression of behavior more often than language is closer to the true wishes of the people. Finally, the author based on the conclusions of the three methods, the use of tools and services designed (FIG user journey, user roles) to make more clear and intuitive research in visualization system architecture. Wherein the user role can determine the user requirements, and user groups to segment; user journey map can help designers to sort out the whole process service and found that existing services pain points. Step by step method of Four-depth summary, and with different emphases among these methods, multi-angle gradually in-depth study of the object itself.

/questionnaire study

In this study, the questionnaire can help collect basic user behavior and attitudes in children's clothing purchase process. Through the question-naire can learn the basic situation of parents and children buy children's clothing. Parents and children from two different perspectives, to understand their true wishes and ideas.

• Through questionnaires for parents and children to under-stand children's needs and attitudes purchase, comparison shop-ping both for children attitude differences, helps explore the deep-seated reasons. • Through questionnaires can gather some basic children's wear market, can also provide the theme and direction for the next in-depth interviews. • Through open-ended questions in the questionnaire, a modest space for parents and children to express, and help to identify existing services pain points and weaknesses, which for late design guidelines and have a positive reference.

Consumers shopping for children's needs:

• to promote conditions for the purchase of children's clothing• Kids who later accompanied• attract consumers into a children's clothing store Factors• Understand children's clothing brand channels

Consumers shopping in the children's behavior during:

• Normally purchased children's clothing• Entity clothing store shopping advantage• When you are willing to spend in the physical store to buy children's clothing long• selection of fashion clothes• What factors concern clothing• Kids try on the way• Kids shopping decision-making power

Kids existing service shopping:

• children's clothing store in the existing services pain points• Kids shopping process have encountered difficulties• children's clothing brand after purchase Follow Ways Consumers shopping for children's expectations:• Kids who want to accompany the purchase• hope for the future of children's clothing shop which services• hope for the future to provide what services clerk

Basic Information:

• Age• Occupation• Gender• Education background• age of the child / parent occupation

The questionnaire distributed in two forms: paper-based forms and web forms. Paper form by personally distributed to the study, the main consideration to children's access to the Internet less chance than adults, so mainly through the paper version of the questionnaire. Questionnaire network mainly through e-mail or mobile micro-channel way to share to end the specified object of study by questionnaire Star (http://www.sojump.com/).

Subjects were children and parents. Because the scope is too large, so the author for the study has been defined. Due to the limited cognitive abilities of children, and therefore the author of the children's age range is limited to children 9-12 years of age. On the one hand it is consistent with "children from over 100 months has been to some extent real consumers" (McNeal), 9-year age category has more than 100 months; on the other hand, children 9-12 years of age in our coun-try Chiang Kai-shek's Degree in Primary 3 - 6th grade learning phase, generally already have basic knowledge and understanding.

In this study a total of 100 questionnaires distributed, 100 valid ques-tionnaires were recovered. 50 questionnaires were distributed to chil-dren 9-12 years old, the other 50 issued to the parents of 50 children. 50 parts of the questionnaire distributed to children, 9-year-old child 10; 10 children aged 12; 11 children aged 14; 12 children aged 14. The proportion of male and female students, 46% of boys and 54% girls. 50 parts of the questionnaire distributed to parents, women accounted for 82% of parents, 18% of male parents, basically at the age of 30-40 years old. Among these parents, and 34 percent of parents have a college degree and 40% of parents have a bachelor degree or above. In this sample of 50 pairs of parent-child, then it will be targeted to selected 10 families, informal follow-up interviews in accordance with the specific problems of their questionnaire, to tap deeper informa-tion.

A. Consumers shopping for children's needs；

Overall, for the purchase of children's needs, 46% of parents think that they want out of the desire to buy clothes for the children, 24% of parents in the children's children offered to buy 12% of the parents will be the case later demand because a friend recommended to buy children's clothing. Children recovered from the questionnaire, 34% of children think parents want to buy their own children, 44% of the children out of their own clothing to the needs of parents offered to buy clothing requirements. As can be seen, the parents buy children's needs for largely plays an important role of parents in charge of the family finances and expenditure, and therefore account for a large proportion of children in the decision to buy.

self

children

friends

advertisement

others

self

parents

friends

advertisement

others

In 50 parents surveyed, 44 parents said children will understand the Entity brand children's clothing shop in the line, including 29 parents will also focus on in-store shop both online and offline to understand the official children's clothing brand. The specific content of their concerns: 82% of parents are concerned children up to the recent promotion, 56% of parents of children with attention guidance. Urge parents to enter a children's clothing store The reason is relatively simple, 61% of parents said that for the simple purpose of buying clothes for their children will enter a clothing store, while 50% of children think they will because the content of storefront window into physical stores, 46% of children said out of their own need to buy clothes.

On the demand to buy children's clothing, children are the real users and needs, parents are factors that influence children's clothing purchased and the decision-makers of fiscal expenditure. Most of the children in the purchase decisions are unfolding between parents and children, children need parents support in money, parents also hope that within a reasonable range to meet the needs of children as much as possible.

B. Consumer behavior in children shopping process；

In the surveyed households, 64% of parents and 62% of children com-pared to net purchases represented prefer the store to shop. They believe that the main advantage of the store is that you can easily try to help parents and children find the right size, but also a measure of the child's clothing is suitable for the most efficient way. There is also 30% of parents prefer online shopping, because online shopping has a cheaper price, but also eliminates the time shopping. From the data collected, the on "parents are willing to spend much time in the chil-dren's clothing store to buy clothing for their children," this one, 40 percent of parents are willing to spend 15-30 minutes, 38% of parents are willing to spend 30-45 minutes, 10% of parents are willing to spend 45-60 minutes. Most parents hope that within no more than 1 hour,

efficiently buy clothing for their children.Kids in the purchase of a single product choice, as shown in Figure 4.4, parents pay more attention to the clothes, "texture" (68%), "style" (64%), "utility" (38%), while the child is more concerned in "the color of clothing" (24%), "style" (24%), "utility" (22%). In simple terms, most parents are more concerned about the quality of clothes and function-al, but children are more concerned about the aesthetic appearance of the clothes themselves.

color

theme

price

usability

materiarl

style

kids

parents

In the dressing areas, 38% of parents and children will choose to enter the dressing room to try to help children, the average age of children in this part of the parents about 9 years old, the child sex ratio consid-erably; 50% of parents will choose to have children They had entered the dressing room, waiting outside himself in the dressing room and give some advice, the average age of children in this part of the parents of about 10 years, the proportion of male and female children fairly; there are 8% of parents choose not to enter the dressing room just simple gestures, the average age of children in this part of the parents about 11 years old and all were male.

In the buying decision, 50% of parents will take the initiative to ask the child's own wishes After making the final purchase decision, the average age of children in this part of the parents of about 9.4 years; after 46% of parents would give their final opinion the children to make their own purchasing decisions, the average age of children in this part of the parents of about 11 years; only 4% of the parents completely by their own decisions for their children; parents did not completely let the children do shopping decisions. Children from questionnaire data, 58% of children want their parents to be able to buy their own suggestions, then decide for themselves whether to buy, this part of the children's average age is about 10.8 years; 24% of children want their parents to make their own demands after purchase make a final purchase decision, the average age of children in this

part of 10 years; 12% of children by their own hopes were to decide to wear the clothes, the average age of children in this part of about 11.6 years; 6% of children want to completely by the parents make pur-chase decisions for themselves.

decision maker

kids

together

parents

Age

9 year-old 10 year-old 11year-old 12 year-old

decision maker

Therefore, I believe that as the children grew older, both in the fitting part of the stage or in the final decision, parents tend to give their children more freedom of choice (see Figure 4.6). The older children, their parents will choose to let the children into the dressing room, giving them more privacy space; Similarly, in the decision-making stage, parents are more willing to let the children have the power purchasing decisions. From the perspective of the child, the older children show a more intense desire and the desire to participate in the selection decision, the majority of children and parents hope that after consultation of communication, shopping together to make a reasonable decision.

C. Kids shopping inadequate existing services

Asked "Kids in the shopping process encountered any difficulties," This one, 94% of parents that there is no difficulty, 6% of parents said encountered "no right size" or "a little fat children are more difficult to buy the right clothes "; 82% of the children that there is no difficul-ty shopping, 18% of children have raised certain difficulties, their difficulties are divided into three categories:" there is no right size "and" service attitude than the poor "," No favorite style. "Children's clothing store in an existing entity, passable service staff and the shopping experience is a major factor in parents dissatisfied. In the survey, 33% of parents expressed dissatisfaction with the exist-

ing staff and services, 27% of parents expressed dissatisfaction with the shopping experience, 16% of parents of existing cash register checkout and visual display representation is not optimistic.

environmental designdecrerationstaffexperiencecashothers

In the after-sales stage, 28% of parents will be provided by the store to shop feedback, 24% is channeled through the official website and store contact, 15 percent of parents will continue to focus the brand through social media, the public number, and 28 % of parents will not be concerned or contact the store by any means. Obviously, more than 70% of parents will continue to focus on maintaining brand or interact with the brand in various ways, for the brand, they are active audience. Brands can know their own strengths and weaknesses through their feedback and support, timely access to the most direct suggestions and comments will help the brand's continued growth and develop-ment. At the same time, these positive consumer is also very likely to become the brand's long-term customers in the long run, this is the brand's precious resources. Therefore, for the brand, if we can estab-lish an efficient after-sales service channels of communication can not only be actively supported by long-term customers, but also to encourage more consumers to become active brand followers.

D. Consumers shopping for children's expectations

In the surveyed homes and children, for the future of children's cloth-ing stores look more in services, 82% of parents want to provide more brand with a proposal that 56 percent of parents want the brand can regularly introduce new products and the latest push event notifica-tions, 44% of parents want more customized services as well as parent-child interaction space. In the children's answers, 34% of the children expressed the wish to have more with a proposal, 30% and 26% of children may wish to provide brand new push and more parent-child interactive services. Not difficult to see, compared to the children, parents of the future brand of service have more expectations for the "with recommendations" of support is almost one-sided, and that the parents' child how to wear "problem plays an important

inseparable role, but also to some extent, parents have been facilitat-ed. On "with recommendations" approach, 54% of parents and chil-dren want both through online and offline combination of the so-called line mode can be social media, the public number, in the form of the official website, and the way offline is through entity store clerk to provide one to one service.

On the "look and who together shopping" problem, 62% of parents want their children alone to shop to save time, but 94% of children and their parents will want to go to the store to buy clothes. Kids shopping for children expect more focus is and who is shopping together, but parents are more concerned about the store itself, which can provide the service. Most children and parents shopping with more than just hope for parents who pay more out of companionship and facilitate communication reasons.

Questionnaire stage preliminary understanding can help parents and children shopping for children's attitudes and expectations as well as the basic status, this data can be parents and children from different angles compare each of the parties to help discern the true thoughts and motivations shopping. However, the questionnaire also has its limitations. First, the questionnaire is relatively abstract problems, especially for children 9-12 years old for the understanding of the questionnaire also has some limitations; secondly, the questionnaire for data collection for quantitative, for reasons more profound and extent of the information difficult to capture. Therefore, I on the basis of a questionnaire survey, followed by the use of qualitative research tools user interviews and observation to further tap the deep informa-tion.

/Interview study

In-depth interviews as a qualitative research method, generally have two features. Tom Graff two paper proposes a semi-structured in-depth interviews (semi-structured depth interview) is the most important feature, the first: "It is the need to prepare in advance (semi-structured), the researchers conducted through a number of improvements. but only one of the most improved: the interview as a whole is a common product of you and your respondents (joint production) "; its second characteris-tic is to" deep inside facts "(Wengraf, 2001: 3).For the first feature, researchers need to set in advance the framework of processes throughout the visit, the problem also needs to set a certain openness, and can be expected to some of the respondents' reactions and answers to advance the depth visit. For the second feature, namely

"deep inside facts" not only conversations via chat researchers learned that the respondents in the form of real ideas, but also insight into the deep meaning of the respondents by observing body language.In-depth interviews with this topic, the interviewee is 10 group family child sample, and one to one interviews with direct traditional sense slightly different interaction between parent and child, for example, there is a problem of disagreement or dispute the interview situation is noteworthy aspect. • Learn more about the parents and children in the process of children's clothing shopping experience, as well as their comments and details of the deficiencies of the existing store. • Insight into the parents and children for the future and look forward to the potential demand for children's clothing shop.

• About needsIn the interview, the lower age (9-10 years old) home, the demand for children's parents more than the child needs for clothing, children dress for yet a very specific concept; in older age (11-12 years old) Family the parents said their child would be appropriate to put forward their demand for clothing, wherein the proportion of girls far more than boys, can also be seen in the interview for the boys showed it to buy clothes do not care attitude. But parents also pointed out that children of this age, although already have their own ideas, but the criteria for the selection of clothes still remain in the "color", "style", and not too much about texture and practicality. For example, Miss Tian family,

Ms. Tian: She is now the fourth grade, usually in school if you see other children wearing a beautiful dress, will come back to tell me, I knew she wanted to, that I would take her to look inside the shop. But sometimes, she would not take into account the practical, such as she spotted the small tutu Barabara magic fairy, I would not agree, because the dress is not practical, usually can not wear to go to school, wearing she has several

times the height, it is not used anymore, it is a pity to die.

In addition, in the interview, the majority of parents said their children for money to have a basic concept, but also for the value of goods a certain lack of understanding. For example, children often ask to buy new clothes requirements, they know they can not afford to rely on parents' financial ability to buy a commodity, but for the specific com-modity prices and cost of goods do not have the ability to judge. As Zhou said,

Chow:Babe and I would say, 'Daddy, I want to buy new clothes,' and I would ask her what to buy new clothes, she would tell me which shop win-dows inside which saw a dress I liked it, my wife and I would go with her to look at, to see to know that more than 600 dollars to a small skirt above a few Cubs. Me and her mother too expensive, but she did not feel, she said, want to wear felt very beautiful in themselves.(I) That you how to solve such a situation it?(Chow) analogy I told her, told her to buy 600 here only a skirt this, if you do not buy, we can also go to buy books stationery eat several Dayton McDonald's, she had thought about the concept of point, we finally persuaded, he would not insist on buying a.

In the questionnaire, 64% of parents would choose the store shopping, 88% of parents of children to understand the latest developments through the store. The reason for the interview parents have said that the store benefits: First, in a physical store, you can try to quickly decide whether to fit the clothes; second, to facilitate the return and store a series of after-sales service; third, in the physical store can be the fastest way to learn how the texture and quality of the clothes, which is compared to online shopping is undoubtedly a great advan-tage.

• About BehavourMost parents and children in the questionnaire showed that they did not have a fixed buy children's clothing brand, but not that they did not ask for the brand entirely. In the interview, the parents said that although there is no fixed buy the brand, but the brand must have the following characteristics: in particular, a clear brand philosophy, healthy, not too expensive. For young children to buy, parents will still tend to "Bao Daxiang", "Dr. Frog" and other children's specialty stores to buy, because the child's parents at this age want to give children a good foundation material conditions , the child does not want to wear too adult, and as a selective "Bao Daxiang" this depart-ment store brands more intensive, more time-saving. Parents of older children are more inclined to bring the child to the children's section FMCG brand to buy clothes, such as: H & M, ZARA, Uniqlo. Most

parents will consider sports brands, such as: NIKE, ADIDAS and so on. On the one hand, it is relatively close to the people because these brands in terms of price, the parents do not want small children to instill brand comparisons habit; on the other hand, the sports brand conveys a positive concept, which for the development of children's physical and mental health is benefit.In the shopping process, the fitting is undoubtedly an important part of physical shopping. Younger children are often families with parents and children into the fitting room, trying on clothes in the children with the help of their parents; some families with older children, parents began to respect the views of children and assertive, the child will go to the dressing room alone trial clothing, parents are waiting outside and then gives some suggestions. But there are some older children expressed a fitting part of a very tired, some children said their parents did not give too many of their rights of freedom of choice, some children think that their parents meet only fitting shop-ping desires. Parents of these children are often "parental deci-sion-type family," parents always shown a strong side, most children will obey parents arranged everything in such parent families, chil-dren's shopping desires often relatively low, even emergence of shopping resentment, disgust.

Ms. Qian:(Son of Ms. Qian Zhu XX) I do not like to go to the clothing store, because a child is not interested in now to buy shoes or anything, but I always listen to your mother, she said, to buy what to buy. Now every time my mother gave me Tiaoyi Fu and shoes, and finally asked me if I like it or not.(I) that if you can make your own selection of clothes, you would be willing to go?(Son of Ms. Qian Zhu XX) can, ah, I think I Tiaoyi Fu, pick my favorite sneakers, pick my favorite shirt. But usually, my mother would not agree to buy me these.

• About satisfactionMost parents believe that the existing children's clothing store needs to be improved. Because whether it is for a child to parents offered to buy children's requirements, or the parents they want to purchase clothes for the children, parents and children's clothing store for children's needs are real. Although the existing children's clothing shop and did not let too many parents are not satisfied with the place, but most parents said that now there is nothing shopping experience, the whole shopping process is very boring, so there is often the parents alone in the children's clothing shop for kids buy clothes, or go about their day in the case of online purchase.

Xu:

I think now there is little experience shopping, is to buy and buy, I'm not willing to spend too much time in the selection of clothing above, Chuan Chuan to see what kids like that is, I think the price is good, style is also good to buy. Too lazy to run a lot of home, I tried to go to a family. Our family especially children sit still, she'll just start with you selection of clothes, but after a while, the child will not have the patience, and then she will have their own ran out to play, regardless of the back of the thing.

Some parents also mentioned that many of the existing children's clothing brand, just for the brand and the brand, we regard its brand philosophy and brand story poorly understood, so it is the lack of mass base, it will greatly reduce the chance of repeat customers.

Xu:You see Bao Daxiang inside, there are many, many brands, in fact, many of us do not know what brand, we always pick a few well-known brands to see how those who have not heard less likely to go because Do not know how kind of service. If they increase the number of pub-licity, or tell the children the story of some brands would be better.

• About expectationCan be seen in the questionnaire survey, both parents and children are the future reconstruction of the children's clothing store on the service full of expectations. Although most children start to consciously go shopping store shopping, but they are in the process of shopping and do not have enough patience. Author interviews conducted for this goes to the roots, eventually found most children feel part of the shopping process only involved in the selection and fitting links, back links, and payment decisions they are not too concerned.Liu family:(Liu's daughter Zhang XX) I would go with my mom Tiaoyi Fu, would like to pick to try, but also has a mother like I do not like, I'll go away to look at other own like clothes. If you do not make their own clothes would want to leave, but also to visit my mother, then I'll wait for her.(I) such as when you do it?(Liu's daughter Zhang XX) Take a look around in a daze or what fun place. If the tape ipad, ipad to play it.

In addition, most of the parents and children hope for the future of children's clothing shop can provide more customized services. Some parents "had difficulties encountered in children's clothing shop in" means had repeatedly encountered "no right size" of the situation. Faced with this situation, the parents usually asked to transfer cargo or stores were scheduled, after a period of time, the store will inform them or mailed to them. But for some body too thin or obese children,

"transfer goods" or "book" does not solve the problem of their needs. Although this is a special part of the demand needs, but for the brand, which concerns the inclusion of its brand.There are parents and children hope the store can be appropriately added, for example, parent-child interaction activities, interactive multi-media and more with recommendations and other personalized shop-ping experience that allows children shopping becomes more interesting and more fun, but also to avoid children endure boring shopping experi-ence, knowledge or understanding of some brands little knowledge some clothes in the process.Ms. Wu:Now, in addition with the shop will provide some suggestions in the store and the clerk inside mainly through advertising. But I rarely go to the clerk's opinion reference, because some of them in order to complete their sales targets introduce some expensive clothes to us. Like every season Uniqlo ad I feel very good, with a very clean, but with each season of the small number of pieces on that poster only, but also afraid of other children and wearing the same.

/Shadowing

This observation is the use of natural observation, that in the natural environment (such as shops, public places, etc.) to be an observer to the observed behavior. The author of this study, a field research were a number of children's clothing store Shanghai, including: Bao Daxiang, H & M, ZARA, Uniqlo, M & S and the like. One is children's clothing store franchise brand or entity, and the other is children's clothing under the regional FMCG brands. Tools required are: pens, notebooks, cameras, recording pen.

Observation of the preparation phase

• clear observation of objects, events and processes observed• making observation phase of the framework program or production tasks Cards

Observation of the implementation phase

• observing user behavior, and appropriate use of the camera, the way to do record notes• can be selectively with the staff or the staff to talk, to get some useful information from the side• organize the material collected, analyzed and draw insight listing

For this research, the author uses a natural observation, that is, into children's clothing store inside field observations. Details observation: observation of consumer behavior on the one hand; on the other hand, you can also observe the actual defects and deficiencies in the existing children's clothing store services, hardware facilities on.I visited Bao Daxiang and Shanghai well-known children's cloth-ing store H & M, ZARA, Uniqlo, M & S's children's area, etc., when a total of 30 hours, with an average length of about 5-6 hours each brand observation, observation time basic all week-end afternoon and evening. We chose weekend afternoon and evening, mainly on account of the author into the weekend afternoon and evening these periods, store at a relatively passen-ger peak hours, you can collect more abundant and diverse data.

In children visited five stores, there are plenty of large number of individual purchase of clothing for the children, their parents will be alone in a cart, and two or three friends to buy clothing for their chil-dren, but the common point is that they are often at a younger age (low 10 years) children's clothing area, which means that they want to purchase clothes and objects are young children (Figure 3.15). There-fore, I believe that the purchase of clothing alone, parents are largely parents of young children. This part of the parents in shopping pro-cess, will adopt more store clerk or close friends for help and advice.Combined with questionnaires and interviews concluded, I guess the reason why parents of young children tend to be independent shop-ping because of the following aspects: First, young children not yet ripe for its own perceptions and needs clothing; Secondly, because for young children less desire to buy clothing and shopping too boring tedious process, so the child will be a negative emotional state in clothing store shopping process, which will have an impact for parents shopping mood. Therefore, parents of young children more choice on their own shopping cart to save time and increase efficiency. In sum-mary, I believe that, for young children of the shopping needs of chil-dren, parents often show more than the purchasing needs of children, parents are the primary decision-makers and the main shopping.

common behaviour

Price is an important criterion to consider the parents for their children to buy clothes when. Although the questionnaires and interviews, most parents would not be too concerned about the price of clothing, but in the process of observation, I found that appear "Sale" in shop-ping malls, the word "sale", "discount" and other preferential or regional brands parents will see the head surrounded in these regions due to too many consumers and lead to a decline in the quality of service and the shopping experience, but the parents did not affect mood to shop. I found that parents buy specials after purchase, no promotions will go to continue to buy brand clothes, and get a satis-factory fashion. Therefore we believe that the price advantage is indeed an important factor when considering the parents for their children to buy clothes, but not the most important factor. Parents and children end up buying decision factor is comprehensive and com-plex, which includes both the objective of price, quality, product quality and other factors, but also consumers subjective factors.

Comparation

I observed period happens to be the major shopping malls into the discount season period, when all the brand's price advantage has become the main way to attract consumers, when consumers of each mall is also very different. Such as Bao Daxiang children's gathering of many brands of large department stores, consumers significantly more than FMCG brands of children's clothing area (Figure 3.17). On the first floor to the sixth floor Bao Daxiang the store, almost every floor has a considerable number of shopping parents and children. Bao Daxiang in and out of the door of the store, I found that more than half of consumers will be carrying shopping bags Bao Daxiang 1-2. And at the cash register each floor, also found that the phenomenon of parents queued payments.

The FMCG brands of children's clothing with respect to passenger Bao Daxiang relatively small. 3.16 As shown in the chart are taken in the right two H & M and ZARA. In addition it also found that the same brand in the FMCG area of children, parents of young children alone in the area of the high side, mostly children shopping together 10 years of age or 10 years of age the child's parents.

In addition, FMCG brand in space is very different from the children's department. FMCG brands are often the children's area on the most incon-spicuous location, thus leading FMCG brand purchase scenario mostly children, parents themselves and for the children to purchase some cloth-ing shopping at the same time. And this scenario compared to the chil-dren's clothing department store is completely different, children entering the department store shopping more specific purpose: whether it is window display, print ads to store decorations are around children's theme. In the children's clothing department store shopping is often the scene of parents with their children, spend time specifically for children to purchase clothes. In these two different situations, these children exhibited natural reaction is different. Overall, FMCG brand clothing children show more initiative, for example, they will themselves in the mirror, will take the initiative requires the fitting or solicit parents opinions (eg 3.18 left, center panel). The children's department store in the shopping relatively small age, children, dependent parents in shopping process more status .

comparation of environment

Unlike children's clothing department stores, FMCG brand of children's clothing is often placed in the corners of the basement or on the upper floors of the structure. The reason is obvious, is not the main target children FMCG brands, compared to children, women almost all FMCG brands highlight, women tend to be the main force of consumption.In the overall pattern, the children's clothing department store counters and divided according to brand display area, high intensity brand, so the competition between the brand and the brand is quite intense, which led to the level in the environment layout of arrhythmia, or even dazzled. The environment pattern FMCG brands are divided according to the age of the child, there is no competition and therefore visually very reasonable and comfortable. And the overall spatial arrangement will be more relaxing than the children's department stores, also it appears visually simple, unified. In addition, FMCG brand interior design, taking into account the coordination of lights, shelves and containers of color and other factors, the overall image of the brand with great consistency. This children's department is very difficult. As shown in Figure 3.19, they are an entirely different vision, experience and feeling of space.

About fitting, I found that in children's department does not have a public dressing room, but in the interior region of the brand or need to decide the scope of the locker room. In the facade of some brands will be 1-2 with a simple dressing area, but in the public areas of the brand almost no dressing room. In-store FMCG brands, specially equipped Shiyi Jian children, although its efficiency is not high, but there is a need to provide consumers with the privacy space.In summary, the children's clothing department and FMCG brand children's clothing section has its own shopping patterns and environmental facilities. It intended to capture user behavior through observation information to sup-plement the survey results, make research more vivid and convincing. Mean-while, field investigations can provide reference for the design significance after the implementation phase.

Analysis and Application Services Design Tools

In the early design phase, this project mainly uses two service design tool user roles (Personas) and user journey FIG (Customer Journey Map). User role is an outline of the real characteristics of the target group, the prototype is a comprehensive real users. Designer accord-ing to the user's purpose, conduct research, subdivision, on the basis of a set of abstract description to become user groups to help design and service concept formation.• help design teams to find the target market target user, and the precise definition of the difference between the target customers and division and category.• abstract concept into a concrete image of the user, and help to understand the real purpose of the user's needs.

User journey map is a service for the user experience to provide visual presentation techniques. It will be displayed on the map, along with every act action sequence time user involvement, and every action corresponding to the service point of contact (touch point). • Visualization through the entire service process, to identify factors that affect the user experience, insight into the expectations and needs of potential users.• user at each stage of the corresponding point of contact helps to find services and opportunities among the crux point, providing a favorable opinion on the design of the next design stage.In summary, User Roles and FIG journey to the initial design stage, on the one hand, they can be abstract concepts with visual performance out of the way, to help the design team highly summarized findings of the research phase; on the other hand, they will issue subdivision in clear user needs help form the basis of the next phase of the design concept.

Persona

According to the survey findings depth interviews and observation, I will make a user segment, classified summary based on their age, gender, family roles, interests, personality and other factors, outlined three chil-dren shopping experience kinds of user roles. Because children are the real users of direct experience of children's clothing shop and children's clothing, so I set up user roles two children; parents as payment and decision-making party, children's clothing shopping process indirect target customers, so also set of a parent user role.

LI Xiaowen6 years old

PRIMARY SCHOOLSTUDENT

HOBBY

Cartoon and drawingdancing and singingcolorful things

GENERAL PROFILE

LI is an independent child who live in boarding school, so she likesstaying with parents at weekends.she is curios about everything colorfulin her study and personal life.

MIDDLE SCHOOLSTUDENT

Basketball & soccorvedio gameswatch science fiction movies

CHEN is an out-going boy,who are good at several sports.there are always a lot of homeworksto do, but he doesn’t like it.

CHEN Hao14 years old

HOBBY

GENERAL PROFILE

MOTHERMANAGER OF COMPANYHAVE 1 SON

Spend time with her songo shoppingfashion magazines

WANG is a mother who hasa 5 year-old son. She is updated parent.She is a manager of a company havinghigh level income per month.

WANG Yan39 years old

HOBBY

GENERAL PROFILE

• The first user role:Li Xiaowen, 9 years old, female, students living in Shanghai. Hobbies: cartoon, drawing, singing and dancing. Li Xiaowen is an independent child, childhood living in a boarding school, so on the weekends, she is very eager to stay with Mom and Dad. She was all things colorful curious.

• The second user roles:Chen Hao, 12 years old, male, junior high school students, live in Hangzhou. Hobbies: basketball, foot-ball, playing video games, watching science fiction movies. Chen Hao is a cheer-ful boy who loves sports, usually have a lot of home-work and academic pressure, so like playing video games

• The third user roles:Wang Yan, 39 years old, female, manager of the company, has a son. Hob-bies: children to be togeth-er, attention to fashion magazines, shopping. Wang Yan is a year-old child's mother, also a manager of the company, good living.

Customer Journey Map

According to the existing literature and research information, the author summarizes user behavior among children shopping every link corresponding to that user journey FIG. Reflected in this figure is a participant user journey throughout the shopping process, the behavior of the participants, the contact point arrangement of their respective behavior actions, as well as their internal relations based on the time line. Kids shopping trip in user figures, according to the time can be divided into four phases: discovery, to shop, shopping, leave. Since the 9-12-year-olds not yet have the capacity to pay for cloth-ing purchases, so most of them rely on parents to make shopping in the shopping needs and accompanied by their parents. In the "discovery" stage, parents usually learn some of the children's clothing brand children's clothing store or information from vari-ous sources. The source of these channels of all kinds, such as: shop, number of social public, the media magazines, TV commer-cials, and even the legend of mouth among friends and so on. In the children's clothing stores have a certain understanding of the situation, the parents will be on all aspects of the brand price, quality, reputation and other information has been chosen for the store to understand their requirements for shopping. Often, parents will take their children along to the store to buy the one hand, in order to meet the needs of children, on the other hand to facilitate the fitting store, buy clothes for the children to be able to improve efficiency. After entering the store, along with parents and children will browse to buy your favorite clothing, most parents give their children to wear on many recommendations, some will help the clerk. After communication and consultation, we recom-mended that parents look at the child fitting clothes are appropri-ate, both sides assessed that the clothes under appropriate circumstances, also will evaluate additional information texture of clothes, and prices. When the two sides reached a consensus view, enter the parents pay part of, and extracts leave the store to buy clothes.

Kids in the existing shopping process, we can easily see that this is a linear, single process. More parents are playing a recommendation and pay role, while the child plays a wearer's needs and roles. Parents buy for their children more clothing for meet the needs of children, from the time and money they spend can be seen that they are not strong willingness to buy children's clothing, but pay atten-tion to "efficiency", "practical." Many parents are also more likely to exhibit shopping alone, because alone, more shopping saves time and effort. From the child's point of view, the child is more like a suggestion, they can make their own demands, but still need to reach the parents' permission and approval can only be truly consis-tent with the clothes they want. This "Parents of type" shopping patterns in China is very common, universal. Although there are some O2O (online and offline) a combination of shopping patterns in the market now, but not only form an effective chain viscous customers can really open up brand new markets less and less, O2O merely confined to the form and brand promotion It means, rather than starting from the customer to identify their own needs and existing services pain points, and for the re-design.

It summed up the following pain points based on user journey map:• journey chart you can see from existing users, parents will go online by way of prior knowledge of a store or brand, then entered the store to buy, but at the end of the purchase of the store, people will rarely back line continue to follow up on the brand or aftermarket update activity information.• Most parents prefer for their children to do the final shopping decision, so the child may not really satisfied with the final purchase clothing.• Parents and children interact in the process of shopping experi-ence confined to "Clothes are fit," discussion "want to buy this dress", as well as interaction between parents and staff is also con-fined to ask clothing basic information of size, material and price.

Chapter 4

Guidelines for children

purchasing experience

/conclusion and discussion

about goal

Kids shopping for various purposes, but fundamentally, the purpose of buying children's clothing is to buy clothes for the children to wear. For 9-12 year-olds, buying children's clothing is worn for their initial request and self-image, though children in this age group do not have the economic capacity, but they are indeed the end-user's needs and children's clothing . In general, the 9-12-year-olds began to self-expression and a sense of independence, they began to have a "partner", "friends" such social relations in school and in life. Under the influence of these factors, children this age will gradually concerned about other people for their own evaluation and through various means to express themselves. Even clothing can be quickly learned by the child's personality attributes, for example, often wearing a sports brand children more outgo-ing and lively, will be more love sports; children often wear dresses, some of the character more quiet and introverted. Thus, the 9-12-year-olds through clothing to express their own preferences, personality, warm clothing for them is not just the practicality of durable goods, is a way of communication and expression.For parents, the children shopping motives, one is because their children made the demand, the other is through their knowledge of children's clothing that has some practical needs. There are some parents purchase children's motivation because of some special offer or discount brand activity and selectivity shopping. In general, larger children aged 10-12 years old will be offered shopping needs, their parents usually meet the needs of children, but some parents to buy clothes for the children and it will not be particularly proactive. They also because for some real rigid requirements to go shopping, for example, the child previously led to long height clothes no longer fit, or wear old clothes or old and so forth. In this case, the parents will take the initiative to buy clothes for the chil-dren to consider. In addition, the price advantage is also an important reason for parents to buy children's clothing. This part of the parents think that the number of children at the peak of growth and development of excessive wear expensive clothes limited children's replacement cycle fast, so relatively inexpensive children will be their ideal shopping object.

about needs

enviro-nment

consumer

serviceshopping

experience

space

visual

layout

display

process

staff

media

post sales service

activity

personal needs

economy

raising concept

shopping habit

Environmental factors and human behavior are inextricably relat-ed. Environment will give rise to changes in mood, and thus converted into behavioral change; people's behavior will also influence the changes in the environment. In the children's cloth-ing shop in the store environment will give consumers first impression. A spacious and bright children's clothing shop and a narrow dark clothing store consumer is bound to leave a distinct impression. It's about the overall image of a brand. A bright and spacious shopping space often give people a positive visual perception, it can also enhance the consumer space and brand trust and security. Shopping for Kids entities, environmental factors and not merely the image of the store, it also encompass-es window design, space partitions, interior decoration, a series of related design elements fashion show, lighting effects, and together support from a children's physical space environment. In addition, environmental factors affect not only gives the senses, which also affect the functionality. For example, the distribution of space is not out of thin air, it needs to be considered depending on the functions and user traffic lines. Thus, the spatial distribu-tion of different users will inevitably lead to different behavior, thus affecting the user experience feelings.Service can be a factor in the brand's soft power. In today's com-petitive children's wear market, can be said to be flourishing,

there are local designer brands, foreign FMCG brand, and so, in the face of similar mass merchandise, consumer criteria are no longer the level of prices, the quality is good or bad . In addition, with 70,80 after the level of education of parents, more and more parents began to focus on the deeper needs, rather than stay in the surface quality of service. Domestic market services entities Kids generally include: staff promotion, media advertising, (pre-sale) service network, business promotion. Compared to the booming online shopping market, children's clothing shopping service entity provided there is no obvious advantage, coupled with the price advantage of online shopping market, so the entity's wear market is slight-ly weaker trend. Therefore, I believe that the future of children's clothing shopping entity can make a big fuss in the "Service" on. One, just to improve services to meet the current expectations and needs of consum-ers; Moreover, compared to the online children's wear market, service is an opportunity to improve physical wear market shopping experience, but also an important bargaining chip to seize market share. So the service became factors determine consumer shopping experience is one of the important factors. More and more brands are beginning to use some of their own unique way of service to attract more customers in the future will be an inevitable trend.Factors influencing consumer shopping behavior in the most direct factor. Among the most influential factors in the parents and also the most com-plex. It also includes the ability to economic factors, parenting ideas, shopping habits and other aspects. In general, parents are within the scope of their economic capacity to meet the needs of the child as much as possible, but the economic capacity of parents is the basis of material conditions, high-income families spending their children will be relatively more, they also Some will choose high-quality brand, so the shopping experience is also corresponding to get better service. I also found in the survey, the parents do not blindly to meet the needs of children, compared to children, parents show a more rational side. Most parents will not choose too expensive brands, one is limited financial capacity, on the other hand parents that childhood should not give them too much "nutri-ent-rich" theory, they do not want their children too much care about material things , but in the spiritual level there is more "affluent" comple-ment and learning. In the shopping process of decision-making phase, more and more parents and children tend to communicate on an equal basis rather than disposable baby formula to help make decisions. These factors all influence the child in the process of shopping behavior and experience, from a far-reaching perspective, parents shopping behavior will affect the child's future shopping behavior, for the formation of chil-dren shopping concept, the concept of substance has a more far-reaching impact and significance.

about disadvantage

Mainly children less than existing shopping experience in shop-ping process simple, boring, and sales of existing online and offline mode is not yet ripe.Linear single shopping process showed consumers shopping for shopping and state, but also to buy a lot of children's parents said the process "very tired." At present, most of the children's clothing store is also trying to make a difference improvement, but the result was not ideal. The reason they do not depart from the con-sumers themselves, to ascertain and insight into the hearts of consumers demand. The store at the time of strengthening sales model, without taking into account the consumer experience.In addition, the existing models O2O online and offline is more activity in certain brands, and in peacetime, online and offline service is disjointed. Kids rarely propaganda line, to get the latest news consumers still need some brand through various channels to understand the complex.

• Future Kids shoppingConsumers shopping for future service upgrades children are very much looking forward. In the survey, about their expectations for the future have a lot of opinions and suggestions."Let the shopping more fun" is common advice. Indeed, boring shopping process not only let the children restless vivacity, but also affect the parents' shopping mood. So how to make the shopping process becomes interesting to discuss the focus of the respon-dents. Yourself DIY, more family activities, multimedia, interactive games, etc., the author and parents to explore a lot of bold and interesting idea."Customized service needs to be upgraded," also suggests that parents are more raised. In addition to luxury brands currently on the market, can hardly provide customized services for children brand. However, we found in the survey, many parents are not satisfied with the maximum I could not find the right size or color of clothes, for some overweight or underweight children do not have a good solution, which increases the consumer to a certain extent problem. Furthermore, children 9-12 years old is at a critical stage of growth, the growth of each child's body vary, and children currently on the market is based on a large, medium, small distinc-tion, another species are distinguished by age. But two methods can not meet the needs of growing children. So customization is one of the development was generally optimistic.

/Guideline

According to the above summary and discussion, the author draws some rules are, for the actual design of the output stage after the proposed theoretical shopping experience for clothing design guidelines. This guide is intended to provide theoretical guidance for the design phase is recommended, but also a summary of the research findings. In the space environment, the specific implementation of service design process clothing shopping in the store, the designer noted should be noted that the rules and should be avoided mistakes.

For visual, spatial, designers should:

• When doing spatial layout, taking into account both the service process, combined with brand service system for space in the overall planning.• possible to design more open space area in order to enhance parent and child shopping comfort, but also to ensure that there is some space left to private area (for example, dressing room, warehouse).• In the design of the internal hardware (such as tables, chairs, shelves, etc.) should take into account these facilities for chil-dren up to and usability.• In the space of the facility should be considered a reasonable traffic flow line. A guide wire of spatial streams can help con-sumers shopping more specific objectives and orientation.• should make more use of ramps instead of stairs or accessibili-ty, which can not only facilitate the parents pushing baby stroll-ers, young children can also improve the safety factor in space.• visual perception of sensory experience is more stimulating to the nervous children. Therefore, it can increase the sensory experience more visual, such as animation, multimedia devices, etc. Currently viewing experience just to stay in the store and colorful goods substantially planar advertising.• Children should be taking into account that the height limit, which is different from the line of sight range up to the average adult.

For service design, designers should:

• For service design, designers should:• From the perspective of the overall concept, all the services involved and the contact points are taken into account, sorting out their own motivations, behaviors, attitudes.

• from existing services pain points of view, identify its root causes and find solutions to problems through service design methods and tools.• More children from practitioners (such as children's clothing store clerk, children's services, early childhood education, etc.), understanding of the target object.• Services should be designed to be integrated into the natural environment, the consumer's shopping process, rather than serving to mechanically impose space.• Use easy to understand children's pictures, animations instead of written expression.• In the design services, we should take into account the iterative nature of the service, so that in the future as the need to brand and market the proposed upgrade of design and more on the service.

• designer items should be avoided• Hardware design and visual height beyond reach of children, so as to cause inconvenience, difficult child behavior.• Children's activities in space, avoid dark, claustrophobic space. Even the dressing room so privacy should also be used to create a bright atmosphere with light background.• In the design, should not be excessive to meet the needs of a party, appear one-sided design tendencies.• Avoid excessive propaganda plane text description.

For visual, spatial, designers should avoid:

Chapter 5

Design & prototype

The results of this study are used DIESEL brand children's clothing concept design services. DIESEL is a famous Italian fashion brand, which sells jeans, T-shirts and other personalized high-end clothing, loved by the world's young people. Its children's series and more other first-line fashion brand Marni joined the Italian OTB Group plan. That OTB Only The Brave, its core concept promote innovation, personality, unique. Around this idea, DIESEL devel-oped their own plans and targets children in the future development direction for expanding their business territory also full of confidence. DIESEL founder Renzo Mr. Russell also consistently pursued brand innovation and breakthrough, and the impact of this spirit to their brand philoso-phy and spirit. "Children do not want to be as cool as an adult, they really want is their vitality, autonomy, freedom of attitude to discover and explore the world." (Renzo Russell)

/Proposal

concept

Based on the above research and analysis, the design team on the design concept of brainstorming, screening and constantly improve, and ultimately established "so that every child can express their unique" core concept. The core concept, on the one hand, can DIESEL always promoted innovation, the concept of brand personality fit; on the other hand, can also cater to children and parents expecta-tions for the future of children's clothing shop.So how each child can express their unique, it is the need for specific design problems. The focus falls on the design of "unique" and "ex-pression." "Unique" means not to follow, which means creative and daring and unique. Customization is an effective way to achieve this goal and the inevitable trend, because custom vary, customized just clothing itself, but also in the custom of each child's own story. And how to "express" is another focus. Every child should have their own way to express the love of things, so the design should be integrated into a more diversified way, to give them adequate opportunity to express themselves and space.In summary, the design team to introduce "LAB" design ideas. LAB laboratory that is in people's minds, the laboratory is a place to try new things, but also all kinds of inventions and dreams began. So the idea of introducing the laboratory, intended to become a children's shopping experience and create a dream space, in this space, kids can customize the clothing of their own, and to experience science and technology, shopping, and entertainment in one set hyperspace and diversified services.

service system

n this service system, the total comes to children, parents, staff three characters, according to the shopping process to promote their own will have a different experience and service. I will use service design Design Tools Experience Map maps to illustrate the user experience.5.1 diagram, the horizontal axis represents the main shopping process has the vertical axis represent different characters, they correspond to each step of the service is in their behavior action. The horizontal axis is divided into four parts: discovery, to shop, to enter and leave. First, during the discovery phase, parents and children learn DIESEL latest events and dynamic through networks and social media, triggered a motivation to the store. When they arrive DIESEL concept store,

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Will first enter the store through the magic box, the Magic Box, parents and children can learn the latest shop advice, with recom-mendations and other information, you can also choose to become a member after obtaining ID card directly into the store. After entering into the real clothing store to purchase links, as well as virtual reality games area. Users can choose to buy clothes to LAB laboratory for customized services, such as custom accessories, DIY decoration, tailored to a variety of customized services. Eventually made their satisfaction with the payment of clothing, and you can take pictures to share their social platform. In the meantime parents can choose to accompany the child to experience, but also provides some of the rest area. Staff throughout the process to provide one of the main services provided, as well as technical support and after-sale cash register work.In order to make the scene more vivid and services easier to under-stand, it also uses a storyboard to illustrate the design tool design services. Figure 5.2, the picture from 1 to 6 characters of children starting to explain each stage they may occur in the species over the shopping scene. We learned some information from print media to the Magic Box and parents through interactive media devices into the store, and shopping area in the laboratory may be exposed to the end of service get their own customized clothing. I hand-painted picture of the way the performance is intended to reproduce the scene and render service design service design details.Therefore, in the service design, the author gives full consideration to children, parents, the brand side three important factors, from the perspective of three and fusion, and ultimately based on the core concepts and design guidelines introduce personalized service model concept.

space layout

In the spatial scale 10 * 8 meters small space to expand the overall space is divided according to the process set in need of services, the regional pattern of breaking the traditional cloth-ing space, adopt a more open approach to the bright space arrangement.As shown in Figure 5.3, all the store's entrance is set in the south, the user can go directly to the store or for information channels by the three magic box, you can choose from an ordinary entrance into the interior space. After entering the space, into the column area of clothing. Establishment of regional clothing will be in the form of suspension and placed in suitable for children finishing high shelf in order for consum-ers to browse and choose. Clothing display area using the open-plan layout of the user traffic flow line open, there is no barrier and barriers of regional and inter-regional. Left and right sides of the hall are two virtual reality interactive areas, their function can replace the existing dressing room area. On the one hand can save space, on the other hand, found in the study, the majority of parents and children is indeed a fitting desire, but feel the process is too repetitive and boring, fitting link will inconvenience situation. The virtual reality technology can greatly solve such problems, not only eliminates the length and complexity of fitting experience, gave parents and children to bring a sense of ease more technology experience and entertainment. Clothing display in the rear area of the region is LAB laboratory experience, experience in the region will have 2D, 3D printing equipment and a range of manual preparation, sewing and other tools for parents and children to experience a personalized customized experience. LAB experience at the exit area features an open public area, available to consumers recreation rest and relaxation. On the right side there is a seating area for photographing scenery and sharing a wall and virtual reality interactive area, seating area can not only make more entertaining, businesses can also publicize information and upcoming events more brands through interactive media. The right rear of the main desk to provide basic introduction brand, providing customers with the most timely help and packaging products and services such as cash registers.

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In this scenario, the central public space (clothing display area, lounge area, interactive area) a fully open arrange-ment, which can be placed in the facility and flexibly adjusted according to the needs of different activities or business needs, greatly increase the sustainability and efficiency of public space. In addition, LAB laboratory experience zone semi-open way. One consider some processing appliance noise at work, due to the addition processing appliance needs under the guidance of the staff use, and therefore experience the area outside the walls LAB use transparent glass walls, while the interior features a spacious table, tool kit and other hardware facilities and processing equipment slightly boundaries.

visual design

Similarly, the visual design for a brand image and experience, it is more intuitive impression. In this design, involving more interac-tive media, virtual reality interactive session. I had four years of experience in visual design, it is also involved in the visual part of the design. Because DIESEL has its own stable and clear brand image, and has gained. Therefore, the visual design will focus on existing brand DIESEL style as a starting point, creating a visual effect of interactive media on this basis.The design focused on virtual reality interactive screen located at the entrance of the Magic Box and public areas. The Magic Box Experience as the entrance area, is the medium of communication with the outside world, but also interact directly with the consum-er internet. Three square size magic box provided Brand with the latest events, advertising messages, with suggestions information-al content, as well as through digital media intelligent capture body size, stored in the user authentication card. The Magic Box interface for interactive design, I chose the brand as the main colors of red background, consistent with the brand image. While the rest use bright white as a supplement to Magic Box to create a futuristic "pods." Through this "cabin", the user can understand the brand's dynamic concept. This is not just a store entrance, also plays a window display function. Compared to the traditional window displays, interactive media are more likely to attract attention, it can also help brands better convey information.Virtual reality interactive areas located in public areas, interactive screen will be set up to replace the dressing rooms and product introduction and other information. On an interactive screen, the user can see the details of all product profiles, as well as price, inventory, texture, etc., the user can choose to view the physical device can also be directly in front of the interactive simulation to try. At the same time such as interactive device comes with dress-ing and other related games and some sorting clothes little knowledge available to parents and children. Interactive screen appears wait for the store not only eliminates the need for staff time, you can quickly learn the product information by searching and browsing, but also eliminates the fitting of this complicated process. Parents and children through virtual reality technology, see the child "try" effect, can also be freely selected according to their wishes and match.

Chapter 6

Conclusion

In this study, the author discusses the pro-cess of children's clothing shopping behav-ior of consumers and their motives, purpos-es, and the factors that affect the shopping experience. On this basis, for the introduc-tion of children's clothing shopping experi-ence design guidelines and recommenda-tions. Final research into concrete design practice, as this study outputs.

In the initial stage of literature search, I looked at a lot of information related to child psychology and children's consumer behavior. McNeal that "over 100 months, children can be called independent consumer." And from the point of view of the consumer society is divided into five age groups of children, the specific conduct of all ages features one by one. Combined with other psychological works based on, it will be locked in the target population of children 9-12 years of age, and their parents as an indirect object of study.In the subsequent investigation questionnaires, interviews, observation, the author describes and summarizes consumer shopping process in children's attitudes and behavior, they also understand the existing services grievances and expectations. On this basis, the author summarizes the impact of the shopping experience factors: consumer, service, three environmental factors. They are not independent factors affect each other and have a relationship. Consumers and service. Services in the environ-ment, consumers and the environment, they affect each other, thus affect-ing the entire children's shopping experience.Then, based on the above study and summary, the author of the introduc-tion of children's shopping experience design guidelines. Since the guide is based on the design task of this project, it is intended to provide theo-retical guidance for the implementation of the recommendations as well as the design phase norm design, its scope of application is also limited to this study.Finally, in conjunction conclusion and design guidelines of both the prem-ise, the author proposes specific design concepts and ideas, the concepts and ideas throughout the service design system. According to the service process and user role settings, layout and regional export function space, as well as visual design of specific design. It aims to provide reference and draw inspiration for the design of future children's clothing store.

The first is the lack of literature on. Book on child psychology or mostly foreign literature translated version, and the literature on consumer behav-ior of children and even fewer domestic research in this area for almost blank. So I mainly with reference to foreign literature. But Chinese and foreign situation very different, and have different cultural backgrounds.Second, the questionnaire set, although aware of the different groups for parents and children, on the issues set questionnaire should be a distinc-tion, but in the questionnaire for children, set the issue is still not easy to understand children, still plus I need to explain oral manner described. This will greatly affect the efficiency of the survey, respondents occasionally affect mood. In future studies should be a lot of experience, and repeated-ly verified questionnaire reliability and validity to ensure the efficiency and quality of the questionnaire.

According to the author in chapter II proposed design methodology, further study of this subject in three areas: First, the study population expansion area, the second is designed to guide the expansion of the scope of application, the third is to assess the design and optimization .Due to the limited time of this study, and respondents were particularity, author interviews and study are highly concentrated in the Shanghai area, will inevitably result in the research and conclusions of the deviation. Thus, in future studies, the barrier should be opened in the region, the region will be more people into account. In addition, because of the design guidelines are based on the specific project and the launch of the details of the guidelines, and therefore does not have the universal, not be appli-cable to entities more commercial areas. In future studies, the guidelines should be expanded to more application range of children's clothing store design, to develop universal rules and recommendations, can really pro-vide effective support to the children's clothing market design theory. Secondly, because the subject is still in brand planning stage, so the spe-cific implementation remains to be seen. If the design can be implement-ed, then the next step should also advanced stage, and made more opti-mized solutions and recommendations for the assessment of programs based on inadequate implementation and user feedback.This study is intended to serve more children shopping entity theory put forward more and recommendations on the design, but also hope to attract children's attention to the market for the shopping experience through research, provide reference for improving children's shopping experience.

In the initial stage of literature search, I looked at a lot of information related to child psychology and children's consumer behavior. McNeal that "over 100 months, children can be called independent consumer." And from the point of view of the consumer society is divided into five age groups of children, the specific conduct of all ages features one by one. Combined with other psychological works based on, it will be locked in the target population of children 9-12 years of age, and their parents as an indirect object of study.In the subsequent investigation questionnaires, interviews, observation, the author describes and summarizes consumer shopping process in children's attitudes and behavior, they also understand the existing services grievances and expectations. On this basis, the author summarizes the impact of the shopping experience factors: consumer, service, three environmental factors. They are not independent factors affect each other and have a relationship. Consumers and service. Services in the environ-ment, consumers and the environment, they affect each other, thus affect-ing the entire children's shopping experience.Then, based on the above study and summary, the author of the introduc-tion of children's shopping experience design guidelines. Since the guide is based on the design task of this project, it is intended to provide theo-retical guidance for the implementation of the recommendations as well as the design phase norm design, its scope of application is also limited to this study.Finally, in conjunction conclusion and design guidelines of both the prem-ise, the author proposes specific design concepts and ideas, the concepts and ideas throughout the service design system. According to the service process and user role settings, layout and regional export function space, as well as visual design of specific design. It aims to provide reference and draw inspiration for the design of future children's clothing store.

The first is the lack of literature on. Book on child psychology or mostly foreign literature translated version, and the literature on consumer behav-ior of children and even fewer domestic research in this area for almost blank. So I mainly with reference to foreign literature. But Chinese and foreign situation very different, and have different cultural backgrounds.Second, the questionnaire set, although aware of the different groups for parents and children, on the issues set questionnaire should be a distinc-tion, but in the questionnaire for children, set the issue is still not easy to understand children, still plus I need to explain oral manner described. This will greatly affect the efficiency of the survey, respondents occasionally affect mood. In future studies should be a lot of experience, and repeated-ly verified questionnaire reliability and validity to ensure the efficiency and quality of the questionnaire.

According to the author in chapter II proposed design methodology, further study of this subject in three areas: First, the study population expansion area, the second is designed to guide the expansion of the scope of application, the third is to assess the design and optimization .Due to the limited time of this study, and respondents were particularity, author interviews and study are highly concentrated in the Shanghai area, will inevitably result in the research and conclusions of the deviation. Thus, in future studies, the barrier should be opened in the region, the region will be more people into account. In addition, because of the design guidelines are based on the specific project and the launch of the details of the guidelines, and therefore does not have the universal, not be appli-cable to entities more commercial areas. In future studies, the guidelines should be expanded to more application range of children's clothing store design, to develop universal rules and recommendations, can really pro-vide effective support to the children's clothing market design theory. Secondly, because the subject is still in brand planning stage, so the spe-cific implementation remains to be seen. If the design can be implement-ed, then the next step should also advanced stage, and made more opti-mized solutions and recommendations for the assessment of programs based on inadequate implementation and user feedback.This study is intended to serve more children shopping entity theory put forward more and recommendations on the design, but also hope to attract children's attention to the market for the shopping experience through research, provide reference for improving children's shopping experience.