Fashion design in emotional consumption era

With the rapid economic and technological development, a new consumption pattern -emotional consumption arises, which begin to replace the consumption of product attributes gradually. Consumers´ demand for garment products has shifted from the focus on the physical functions of products to the direction which is more desirous of comforting the soul for pleasure of emotional experience, that is, from the pure rational demand to emotional-oriented demand, the pursuit of individual self-actualization needs. People pay more attention to personality satisfaction, the pleasure of spirit, comfort and sense of superiority. At the same time, the connotation of fashion design has also changed because of the consumer trend, apparel products are no longer limited to the value of transfer function, but more attention to the convey of culture and the intrinsic value of spirit. Based on emotional consumption and emotional design, the paper stated the main characteristics of fashion design in the emotional consumption times, analysed and summarized the related methods and strategies of clothing design, tries to provide a guiding idea for emotional fashion design.