Multi-Sensory Fashion Retail Experiences

In an increasingly competitive and digitally driven fashion market, retailers have to find innovative ways to gain consumers' attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifically sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct influence on consumer perceptions of a fashion retailer and consequently on the strength of its brand.