The Impact of Sensory Marketing on the Development of Organisations in the Fashion Industry

Abstract

Marketing based on stimulating customers' senses is used mainly in luxury brand stores, which often position sensations above the product itself. The atmosphere present at the point of sale has become one of the main attributes for brand choice and loyalty. Sensory marketing techniques go beyond the rational side of processing information coming from the external environment, acting on the buyer's unconscious by generating instinctive reactions. The paper contains a study which aimed to identify the perception and influence of sensory marketing techniques used in Zara textile brand stores on customer behaviour. The study also aimed, by formulating and testing hypotheses, to identify the effects of multi-sensory stimulation methods and the causes that negatively affect their effectiveness.

Keywords

• sensory marketing
• brand experience
• fashion industry