An analysis of the sensorial marketing methods in the fashion retail sector

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Manenti, Mandy
Issue Date
MA Marketing
Dublin Business School
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The present research investigates the sensorial marketing strategy in relation to the fashion retail sector. The research examines the current literature made on sensorial marketing and emphasises the Abercrombie & Fitch company as the most advanced clothing brand in the domain in a case study. The primary research is based on both qualitative and quantitative research. Qualitative data are collected through observation and interviews. The researcher has observed the stores of the fashion retail sector’s leaders, as in Zara and H&M to assess their current position in relation to sensorial marketing strategy. Interviews have been conducted among professionals of the strategy from the Emosens and Mood Media organizations to have a more practical approach of the method, the position of the market in relation to sensory strategy and perspectives for the field. Finally, quantitative data have been collected through a questionnaire among customers of clothing shops to evaluate their buying behaviour in relation to the strategy. Results conclude that the observed brands are not implementing a five-dimensional sensory strategy, even though it presents a great potential. The questionnaire concludes that customers are positively reacting as far as sensorial marketing strategies and sensory cues are concerned. Finally, according to the interviewees, the field is facing positive perspectives in the sector, with an increasing development among fashion retailers.