Impact of sensory marketing in fashion Industry- Gul Ahmed

Abstract

Have you ever gone to a clothing shop and felt something different? A pleasant fragrance, an eye soothing atmosphere, a nice music or a song and picked up any product and see how it felt in your hands. If yes, then you have experienced the impact of sensory marketing. Nowadays consumers are getting exposed to so many different information and this has created a lot of difficulties for the marketers. Marketers now need to see other effective ways to grab the attention of their customers. An average 66 years old person would have seen approximately 2 million TV ads. This is equal to watching ads for eight hours, seven days a week for straight six years (Lindstrom 2008). For this Berry, Haeckal and Carbone (2002) stated that the managers should be able to create such experiences that it provides value to customers through experience. This made companies to shift away from traditional marketing to creating experiences for the customers known to us as ‘experiential marketing