An exploration of sensory marketing in fast- fashion retailing

Abstract

Human senses, such as sight, hearing, smell, touch and taste, consciously or unconsciously influence emotions. These effects, in conjunction with individual experiences, may have favorable or even negative impacts on customer behavior. The purpose of sensory marketing is to transmit positive and influential messages to the customer via stimulating the receptors of the brain. These effects have been studied in the field of fast fashion, which has significantly transformed the fashion market over the last twenty years and is now playing a decisive role in purchasing. The aim of the research described in this paper was to analyze the relationship of sensory retail marketing strategies to effects on customer behavior. A further target was exploring the connections between sensory marketing and sustainability. A quantitative survey method was used to research and highlight the effects of visual communication, background music, scent, and touch on customer behavior. Results confirmed the hypothesis that minor forms of stimulation such as the right lighting, background music, or an appropriate scent can lead to significant growth in sales, a more positive brand image, and the acquisition of loyal customers. It is suggested that further research into the techniques that can be used in online shopping is conducted as the sense of smell and touch are not available to the related marketers.