The Sensorial Maketing field into the Fashion World

Identifier:  TFG:968

Handle: https://hdl.handle.net/20.500.11797/TFG968

Authors:  Narváez Gutierrez, Anna; Pellisa Benaiges, Rosa

Abstract:
This study researches the Sensorial Marketing field applied into the fashion world, and the strategies used in the points of sale. This arises from a new wave of the traditional Marketing, forward the typical variables price or advertisement, and which develops new techniques related to the senses so as to generate an optimal experience when shopping. This essay is structured in two parts; the first one encompasses the theoric frame of the Sensorial Neuromarketing, thus establishing the basis so as to analyze the practical case which is formed in the second part. This last one consists in a qualitative analysis of six fashion distribution chains. Where the used factors are used with the aim of acting on the consumers’ senses. It’s also been analyzed five little establishments in the different spheres, so as the to know if the are conscious of these Sensorial Marketing strategies. An analytical study is elaborated through a survey made to 207 people so as to know if the really notice the effect on these techniques on the decision when shopping. With this research it is aimed to analyze the diverse strategies which the fashion shops carry out and how customers are influenced so as to of the tradebrand image. Key words: Sensorial Marketing, senses, experience, stimulus, fashion shops, consumers.