Artículo

Sensory marketing in the women's fashion sector: The smell of the shops in Madrid

Cristobal Fernandez Muñoz, Felisa Arribas Pérez, Cristina Martín Zapata

Abstract


Smell is one of the most powerful senses and one that best connects emotionally with individuals. For these reasons, large companies are using scent marketing techniques in order to create better and more memorable experiences for consumers while adding value to their products and services. Given the growing importance of scent marketing, our work focuses on studying the use of this technique in three female fashion chain stores in Madrid, Spain, and how it impacts their olfactory environments. Qualitative and quantitative techniques were used to measure the importance and experiences of young women regarding aromas within the stores and in their vicinities.


Keywords


Marketing; sensory; retail; commerce; smell; branding;

Full Text:

PDF

References


Alexander, B., & Nobbs, K. (2020). Multi-sensory fashion retail experiences: The impact of sound, smell, sight and touch on consumer based brand equity. In Global Branding: Breakthroughs in Research and Practice (pp. 39-62). IGI Global.

Álvarez del Blanco, R. (2011). Neuromarketing. Madrid: Prentice Hall.

Bushdid, C., Magnasco, M. O., Vosshall, l. B., & Keller, A. (2014). Humans can discriminate more than 1 trillion olfactory stimuli. Science, 343, 1370-1372

Daucé, B. (2000). La diffusion de senteurs d’ambiance dans un lieu commercial : Intérêts et tests des effets sur le comportement. Thèse de doctorat en sciences de gestion. Rennes: Université de Rennes.

Daniau, V. (2020). Follow the Scent–The Science Behind the Fragrance in Products. Discovering Cosmetic Science, 192.

Elliot R. & Percy L. (2007). Strategic Brand Management. New York : Oxford University Press Inc.

García, C., Gómez, M., Molinillo, S. & Yagüe, M.J. (2015). El marketing sensorial: una aproximación al mundo del retail español. Distribución y consumo, 3, 88-95.

Gómez, C. & Mejía, J. E. (2013). The market management which connects with the senses. Revista EAN, 73, 168-183.

González, D. (2019). España: Inditex alcanza 12% del mercado y triplica la cuota de Primark. América Retail. https://www.america-retail.com/espana/espana-inditex-alcanza-12-del-mercado-y-triplica-la-cuota-de-primark/

Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3), 256-273.

Iannini, M. (2010). Marketing olfativo, un valor diferencial. Mk. Marketing y ventas para directivos, 253, 58-64.

Kantar (2017). El sector moda pierde 6mil millones en la última década. Disponible en: https://www.kantarworldpanel.com/es/Noticias/El-textil-pierde-6000-millones-de-euros-en-los-ultimos-10-anos

Kapferer, J-N. (2004). The New Strategic Brand Management (3rd ed ). London: Kogan Page Publishers.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.

Lenderman, M. (2008). Marketing experiencial: la revolución de las marcas. Madrid, ESIC editorial.

Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14, 84–87

Martorell, A. (2013). Uso de aromas en la empresa e implementación de odotipos. Jafqui. Disponible en: http://blog.jafqui.com/uso-del- marketing-olfativo/


Refbacks

  • There are currently no refbacks.


Catalogs and Indexes:

IndexCopernicus

Plagiarism analysis by: