I was reading excerpts from a book called Emotional Branding by Marc Gobé, which talked about how senses are an integral part of branding. A good example of this in practice is evident in today’s retail stores like American Eagle, Abercrombie and Fitch and Hollister. These stores in particular provide customers a shopping experience beyond purchasing clothes. They provide sensory branding through smell; stores are heavily scented with their own line of perfumes/cologne, which gives customers a distinct smell to remember everytime they enter inside - it is known that the sense of smell is the most sensitive towards immediate recognition. Another type of sensory branding is through sound: most retail stores play music to pump up emotion increasing mood and purchases. American Eagle for example, plays specific music geared toward their brand's target audience. When their lingere brand 'Aerie' came out, they provided a soundtrack for purchasing and sample music online. I wasn’t conscious to how sensory branding is an integral and effective aspect of brand strategy making the overall experience more human.
Sensory Branding
1 comment:
Hollister and Abercrombie are definitely selling an experience and lifestyle than just clothing. They use smell, sound, seeing, where Hollister broadcast huntington beach live, and more importantly lighting, the lighting is so dark in the store when you go into the fittingroom you can't even see what you have on, yet customers that go in the store are looking for more of an experience rather than clothes. As you walk in, you can often see employees spraying perfume in the store.
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