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Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity

Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity
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Author(s): Bethan Alexander (London College of Fashion, UK) and Karinna Nobbs (British School of Fashion, UK)
Copyright: 2020
Pages: 24
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch003

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Abstract

In an increasingly competitive and digitally driven fashion market, retailers have to find innovative ways to gain consumers' attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifically sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct influence on consumer perceptions of a fashion retailer and consequently on the strength of its brand.

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