基于Z世代艺术观念下的情绪营销路径——以Happy Socks为例

Emotional Marketing Pathways Based on the Artistic Perceptions of Generation Z—A Case Study of Happy Socks

摘要: 商品的情绪价值已成为影响Z世代群体消费决策的重要因素。Happy Socks (幸福袜子)作为以Z世代为目标群体的新兴时尚品牌，通过提供消费者情绪价值实现了品牌推广与产品营销的成功。其营销路径主要包含四个步骤：首先，通过鲜明的色彩设计激发消费者的愉悦情绪，增强与消费者的情感联结及品牌吸引力；其次，品牌参与跨界合作与艺术家联名，深化用户对产品的关注度；再次，采用“以丑为美”的怪诞设计策略，满足Z世代的猎奇心理，强化购买意愿；最后，通过消费者参与设计的互动模式，加深用户体验感，提高购买行动力与品牌忠诚度。这四重路径共同构建了Happy Socks的情绪价值传递机制，为同类品牌的营销提供了实践启示。

Abstract: The emotional value of products has become a significant factor influencing the consumption decisions of Generation Z. Happy Socks, as an emerging fashion brand targeting Generation Z, has successfully achieved brand promotion and product marketing by delivering emotional value. Its marketing approach primarily consists of four steps: First, use vibrant color designs to evoke positive emotions in consumers, strengthen emotional connections with them, and enhance brand appeal. Second, it engages in cross-border collaborations and co-branding with artists to deepen users’ interest in the products. Third, it adopts a “ugly-is-beautiful” grotesque design strategy to satisfy Generation Z’s curiosity and increase purchase intent. Finally, it employs an interactive model where consumers participate in the design process, enriching their user experience and boosting purchasing motivation and brand loyalty. These four pathways collectively construct Happy Socks’ mechanism for conveying emotional value, offering practical insights for similar brands in their marketing efforts.