The Impact of Sensory Marketing on Consumer Behaviour MKTM7001

SILESIAN UNIVERSITY IN OPAVA

School of Business Administration in Karvin

The Impact of Sensory Marketing on Consumer Behaviour

Masters Thesis

Karvin 2023 Annaliya Peter

SILESIAN UNIVERSITY IN OPAVA

School of Business Administration in Karvin

Study Programme: Economics and Management Field of Study: Business Economics and Management

Annaliya Peter

The Impact of Sensory Marketing on Consumer Behaviour

Masters Thesis

Karvin 2023 Supervisor of the Masters Thesis Ing. Michal Stoklasa, Ph.D.

Abstract

The aim of this thesis is to analyse sensory marketing activities of a selected company, investigate its influence on consumer behaviour and propose how to optimise it. The theoretical part of the master thesis focuses on the basic concepts and terminology of Sensory Marketing. The research methodology is a quantitative approach using questionnaire survey to collect primary data from consumers. In the practical part statistical tools will be used to evaluate the samples obtained. The evaluation will be complemented by suggestions and recommendations to the company for better employment of sensory techniques in their marketing activities. The findings of the research will be valuable for the company to understand which sensory practices are important to engage the consumers. Also, the results can provide insights to similar companies in the industry

Content

Introduction........................................................................................................................ 1

• Theoretical Background of Sensory Marketing............................................................ 2
  
  
  • Sensory Marketing: An Introduction..................................................................... 2
  
  
  • What is Sensory Marketing................................................................................... 3
  
  
  • Why Sensory Marketing Matters.......................................................................... 4
  
  
  • Sensory Marketing Model..................................................................................... 5
    
    
    • Service processes of Firm....................................................................... 6
    
    
    • Human Senses and Sensory Marketing................................................... 7
    
    
    • Sensory Cue and Stimuli...................................................................... 15
    
    
    • Multi-Sensory Experiences.................................................................. 17
    
    
    • Consumer value................................................................................... 18
    
    
    • Consumer experiences......................................................................... 19
    
    
    • Brand as image.................................................................................... 19
    
    
    
  
  
  • Consumer Behavior........................................................................................... 20
  
  
  • Marketing 0: A New Era................................................................................. 22
  
  
  

• Industry and Company Profile................................................................................... 23
  
  
  • Industry Profile.................................................................................................. 23
  
  
  • Company Profile................................................................................................ 24
    
    
    • H&M................................................................................................... 24
    
    
    • New Yorker......................................................................................... 25
    
    
    
  
  
  • Research Methodology............................................................................................. 27
    
    
    • Problem Statement............................................................................................. 27
    
    
    • Research Objectives........................................................................................... 27
    
    
    • Research Approach............................................................................................ 27
    
    
    • Research Design................................................................................................ 28
    
    
    • Sources of Data.................................................................................................. 28
    
    
    • Sample............................................................................................................... 28
    
    
    • Selected Companies........................................................................................... 29
    
    
    • Data Collection.................................................................................................. 29
    
    
    • Data Analysis.................................................................................................... 29
    
    
    • Limitations of the study...................................................................................... 29
    
    
    • Thesis Scheme................................................................................................... 30
    
    
    
  
  
  • Analysis and Interpretation........................................................................................ 31
    
    
    • Secondary Analysis........................................................................................... 31
      
      
      • Sensory Marketing in Fashion Retail Sector......................................... 31
      
      
      • Case Study of Abercrombie & Fitch..................................................... 40
      
      
      
    
    
    • Primary Analysis............................................................................................... 42
      
      
      • Qualitative Findings............................................................................ 42
      
      
      • Quantitative findings........................................................................... 49
      
      
      
    
    
    • Suggestions and recommendations............................................................................ 76
      
      
      • Sight.................................................................................................................. 76
      
      
      • Touch................................................................................................................ 79
      
      
      • Smell................................................................................................................. 80
      
      
      • Hearing.............................................................................................................. 81
      
      
      • Taste.................................................................................................................. 82
      
      
      
    
    
    
  
  
  

Conclusion....................................................................................................................... 84

References....................................................................................................................... 86

A list of tables.................................................................................................................. 89

A list of figures................................................................................................................ 90

A list of abbreviations...................................................................................................... 93

A list of annexes............................................................................................................... 94

Introduction

The researcher views this masters thesis as a great opportunity to improve her knowledge of the subject, after studying at university for two years. She became interested in this topic during a marketing lecture, where the professor introduced the concept of sensory marketing as an emerging marketing strategy. Since then, the researcher, along with many other authors, strongly believes that sensory marketing is the future of marketing and is an effective way to build strong connections with customers.

The aim of this thesis is to analyse sensory marketing activities of a selected company, investigate its influence on consumer behaviour and propose how to optimise it. The researcher has utilized a combination of qualitative observation and quantitative online questionnaire survey data for the purpose of her thesis. The sample chosen for this study consisted of customers residing in the Czech Republic. H&M and New Yorker, two clothing companies in the fashion industry, have been carefully chosen as subjects for an in-depth study.

The diploma thesis is structured into five chapters, excluding the introduction and conclusion, in order to enhance comprehension. The first chapter provides an overview of the theoretical foundation of sensory marketing explaining the fundamental concepts and frameworks that guide research investigation. The second chapter focuses on the fashion industry, specifically examining the company profiles of H&M and the New Yorker. The third chapter outlines the research methodology, including the preparatory and implementation plan. The third chapter is dedicated to outlining the research methodology employed in the thesis. This includes a detailed description of the preparatory work undertaken, the implementation plan outlining the steps taken to gather primary data and conduct the necessary analysis. The fourth chapter presents the empirical evidence and insights gained from the secondary and primary research. This includes a secondary analysis of the current state of sensory marketing in the fashion industry, as well as the primary data findings from observational research and questionnaire survey. Lastly, the final chapter presents proposals and recommendations for optimizing sensory strategies in the fashion industry. Building on the findings from the previous chapters, this chapter offers practical suggestions and actionable steps that companies can take to enhance their sensory marketing efforts.

1 Theoretical Background of Sensory Marketing

The initial chapter introduces the conceptual framework of sensory marketing. Within this chapter, key terms including sensory marketing and its model, human senses, visual marketing, auditory marketing, olfactory marketing, haptic marketing, gustative marketing, consumer behaviour, and marketing 3.0 will be elucidated.

1.1 Sensory Marketing: An Introduction

The past century has seen many shifts in business marketing techniques. If we analyze the history of product marketing, one can identify the main changes. During the post-depression period people were buying products what they were offered and digging out only for cheap prices. When the economy started to prosper again, emerged the branding concept. Famous companies started to realize that having a strong brand name and image is part of success and so it is necessary to focus on it through marketing and mass communication. Year after year, various marketing practices have been used, developed, and are constantly evolving. (Krishna, 2013, p.3)

Nowadays, consumers seem to be weary of classical marketing and aggressive tactics. They are always looking for something different. Something new. Something innovative. Something amazing. They want experiences through consumption. The individualized society has heightened the need for originality in the selling process. Marketers identified the need for change, and this is how sensory marketing is born. This technique was introduced to influence consumers emotions, perceptions, memories, preferences, choices, and consumption by offering a sensual product or selling it in a pleasant atmosphere. Sensory marketing techniques have been utilized by marketers for decades, without even knowing it or doing it on purpose. Indeed, could you imagine washing powder without perfume or non-flavored toothpaste? Products have always been based on cultural archetypes and psychological beliefs. An experiment testing two dishwashing detergents, one with lemon, the other one without, showed that the lemon scent is, in peoples mind, associated with a feeling of cleanliness. (Krishna, 2013, p.4)

1.2 What is Sensory Marketing

Sensory marketing is an emergent marketing paradigm in theory and practice in the current marketing world. It is an integrative marketing approach and model that explains how businesses can use the human senses in daily practice. The five human senses; sight, hearing, smell, taste, and touch are the primary means through which sensory data is transmitted to the mind and body of an individual and changed into perceptions, sensations, and sensory experiences. Customers are becoming more individualistic by using their senses in perceiving and experiencing the environment and the outside world in their daily lives. Thus, sensory marketing focuses on how customers may perceive and experience brands, products, services, digital and physical environments as multi-sensory brand-experiences. (Hultn,2020, p.3)

Hultn (2020, p.30) defines sensory marketing as a firms service process that focuses on sensory strategies with appropriate sensory cues/stimuli with the goal of creating multi- sensory brand-experiences, in supporting the individuals identity creation through the five senses to generate consumer value, consumer experiences, and the brand as an image.

It involves marketing techniques that aim to seduce the consumer by using senses to influence the consumers feelings and behaviors. It is a marketing approach that involves communicating with customers through their five senses - visual, sound, smell, touch, and taste, which affects consumers perception, judgement, and behavior. Sensory marketing non- consciously manipulates consumers' motives, needs, and behavior by using all five senses to affect perceptions, memories, and learning processes. (Biswas and Szocs, 2019, p.111)

Sensory marketing is a part of a revolutionary new trend in the field of marketing where marketers are looking to call upon emotions into the mind of the customer by using different marketing activities. The difference between sensory marketing and traditional marketing is that classical marketing focuses more on transferring product benefits to customers, while sensory marketing is trying to use the products and/or services to strengthen the emotions and sense stimuli of the customers. Despite being a recent phenomenon, it has since completely changed consumer experience. While communication used to be very monologues-based (companies talking and appealing to consumers) in the past, it is now much more interactive and multidimensional with brands finding their voices and consumers responding to it, most of the time, in a subconscious way. Sensory Marketing is unique and innovative in comparison to other types of marketing since it focuses on the consumer experience by using sensorial strategies. It also provides multidimensional communication possible when marketing used to be either a one-way communication or a two-way dialogue. (Krishna, 2015, p.7)

1.3 Why Sensory Marketing Matters

It is incredibly important for brands to become more efficient when it comes to marketing expenditure. Every year, billions of dollars are squandered by businesses in hopes of getting noticed by potential customers who simply ignore the numerous advertising campaigns that bombard them on a daily basis. Companies should efficiently utilize their marketing expenses by taking advantage of consumer behavior, which will allow them to advantageously position themselves in their respective markets. (Kulkarni and Kolli,2022, p.1)

Sensory marketing is one of the significant ways in which brands can create an experience for their customers that target and capitalizes on their subconscious decision- making. It also enables brands to form stronger connections with their customers, which can even be established on an emotional level. This ultimately leads to greater brand awareness and familiarity. With sensory marketing, brands can evoke certain sensations from consumers that can result in moods and emotions that are more susceptible to sales. Since approximately 95% of all cognition, all the thinking that drives our decisions and behaviors, occurs subconsciously, brands and marketers need to understand how they can best reach the subconscious cognition of consumers. (Kulkarni and Kolli,2022, p.2)

According to Biswas (2017, p.1), companies are increasingly resorting to sensory marketing not only to differentiate them from the competition but also to influence customers subconsciously and to make a subliminal bonding. Following are some examples of successful sensory marketing strategies:

• Singapore Airlines is a pioneer in introducing a signature scent (Stefan Floridian Waters) that has an unconscious relaxing effect for airline passengers. Other airlines like Delta recently tried out similar ambient scent strategies.

• Dunkin Donuts installed scent emitters in buses in South Korea that emitted the scent of Dunkin Donuts coffee. The stores near bus stops noticed a significant rise in sales to people getting off the buses at those stops.

• A study in a Stockholm, Sweden cafe observed that the change in volume of the ambient music showed a change in pattern of Specifically, low (versus high) volume ambient music enhanced relaxation levels of the cafe patrons, which in turn increased sales of healthy foods like salads and baked items in comparison to unhealthy items like cakes and other desserts.

1.4 Sensory Marketing Model

This model was developed by Hultn (2015, p.106). It is also known as SM Model (Sensory Marketing model). According to him in a sensory marketing model, companies should provide individuals with multi- sensory brand-experiences through service processes and sensory strategies. The multi-sensory brand-experience is defined as a multi-sensory brand- experience contributes to consumer value, consumer experiences and brand as image as well as to individuals self-fulfillment and identity creation by engaging the five senses. (Hultn,2020, p.27)

The SM model differentiate itself from the TM (Transactional marketing) and RM (Relationship marketing) models by emphasizing how a company or brand can distinguish itself in service processes through sensory strategies based on appropriate sensors, sensations, cues, and stimuli. Companies should apply sensory strategies in their service processes to enhance a products or a brands emotional and sensual appeal in relation to the five senses. Brands like Apple, BMW, Gap, or Gucci are well known for their sensory dimensions in attracting individuals on a deeper, personal level to clarify the identity of the brand. (Hultn,2020, p.27)

A multi-sensory brand-experience should be built with the use of sensors, sensations and sensory stimuli following the SM model. As a multi-communication platform, the sensors will communicate sensations and sensory cues and stimuli to individuals as well as receive information through digital tools, technical equipment, or employees in service processes. Sensations are the psychological reaction to different stimuli and is an affective response or feeling emanating from a certain sensory strategy. In the end, the stimulus should (in isolation or in interplay) express a companys or a brands identity for the different senses in a concrete way and contribute towards a multi-sensory brand-experience. (Hultn,2020, p.28)

1.4.1 Service processes of Firm

In the service process of a company, individuals actively participate as co-producers through various interactions. These interactions form the foundation for consumer value, consumer experiences, and the brand's image, particularly the perceived quality of the service process. The interactions are influenced by factors such as the service provider's environment, personnel, technology, systems, information, and time, which in turn impact consumers' perceptions and experiences of the provided service. (Hultn,2020, pp.21-22)

In this context, the human senses play a crucial role in perceiving and experiencing these interactions within service processes. The key advantage lies in the company's ability to differentiate and distinguish their goods or services through sensory stimuli such as sight, hearing, smell, touch, or taste, rather than solely relying on product attributes and benefits like price and quality. Furthermore, it has been proposed that individuals should be actively engaged and involved in the service process to attain self-fulfillment and create a sense of identity. (Hultn,2020, p.22)

A service-oriented company has the potential to craft unforgettable sensory encounters by engaging customers in the perception and experience of their products or services. This approach caters to people from diverse cultural backgrounds, as it taps into the five senses. The human sensorium, which is responsible for processing sensations, plays a crucial role in fostering affection and inclination towards specific items. As a result, individuals strive to fulfill their personal aspirations, desires, and necessities to the best of their abilities. (Hultn,2020, p.22)

1.4.2 Human Senses and Sensory Marketing

The human senses are the fundamentals of sensory marketing. Human sense is a specialized function or mechanism (as sight, taste, or touch) of the body that involves the action and effect of a stimulus on a sense organ. They are responsible for provoking emotions and feelings in the human mind. People change their behaviors according to their feelings of the moment, meaning that those feelings influence the decisions taken. This is the essence of sensory marketing; to provoke those feelings to affect the behavior of a customer toward buying the companys product. Each sense needs particular attention because they all have their own importance in affecting the consumers behavior. When they are combined all together it can be referred to as the supreme sensory experience. (Turies,2022, p.10)

The human senses have long been ignored in marketing, despite the awareness of their great significance. The human senses are of crucial importance for an individuals experience of different purchase and consumption processes. Growing interest in sensory marketing among practitioners, consultants, and researchers has led to increased attention to all five human senses (smell, sound, taste, touch, and sight) in the marketing world. (Matunsk, Klepek and Stoklasa, 2019, p.153)

The senses allow people and all living beings to know the world around them from the very beginning of their existence. They also accompany people throughout their lives. The human senses play an important role in consumer behavior and are therefore at the heart of marketing activities that emphasize creating sensory experiences for customers. However, it is important to understand how the individual senses work. (Pollak and Vavrek,2021, p.2)

Companies might deliberately, through a service process, develop and apply sensory marketing techniques while providing individuals with sensory experiences. It is said that individuals are considered as 'sensory producers' as they are affected emotionally and cognitively by various sensory cues/stimuli as well as both negative and positive multi-sensory experiences. A sensory marketing strategy is defined as a deliberate marketing strategy in a company's service process with the aim to create memorable sensations by using sensory cues/stimuli, which attracts a special sense or multiple senses simultaneously. (Hultn,2020, p.23)

1.4.2.1 Sight and Visual Marketing

Sight or Vision is regarded as the most powerful and seductive sense of the five human senses. Most of the sensory information we receive comes via the visual sense. Approximately 70 per cent of all sensory information is delivered to the brain through the eyes. In comparison with the other senses of sound, smell, touch, and taste, it is generally accepted that the sense of vision is the most important sense. (Hultn,2020, p.58)

Vision is the more powerful because the co-operation between brain and eyes is perceived to be better than any machine ever invented. The connection between brain and eyes is so fast. It takes 45 milliseconds for humans to detect a visual object. Also, vision is something we must learn. In fact, a newborn baby looks at the world upside down because it takes quite a long time for the brain to learn to turn the image right up. (Pollak and Vavrek, 2021, p.7)

What the eyes sees influences mans behavior and attitude towards his or her surroundings. The eyes are a doorway to the soul of a human and without sight, he/she will be in perpetual darkness all his/her life. The sight (vision) has been influencing human beings from time immemorial. Even in ancient traditional marketing process, buyers evaluate what they buy judging by the sense of sight mostly and place value on products based on their perceived appearance. Hence vision is crucial in business practices, and the ambience or the atmosphere the customer perceives around a business premises mostly via the sense of sight greatly influence their engagement with that very business or brand. (Darlington,2023, pp.1-2)

Within the marketing of the senses, sight is represented as visual marketing. A companys or a brands identity is visually expressed in advertising, product design and style, or by visual and verbal identity in contexts such as electronic media, customers, or websites. There is no doubt that a visual strategy focuses on creating visual sensations for individuals in purchase and consumption processes. Visual stimuli alone or in combination with other senses, such as the sense of touch, might clarify the visual experience that a brand wants to convey. The iPhone from Apple is an example of how a smartphone appeals not only to the sense of sight, through rounded edges as well as different colors, but also to the sense of touch, through touchscreen. The most prominent cues or stimuli in visual marketing strategy are design, packaging or logo in different brand or product contexts. Stimuli such as color, light and theme often appear in physical or digital service environments. The stimuli such as graphics, exterior and interior relate to various contexts for goods and services. (Hultn,2020, p.24)

1.4.2.2 Hearing and Auditory Marketing

Hearing is the sense that develops first in humans. As early as the twelfth week from conception, a child can distinguish between individual vibrations and resonances, even though the ears are not formed during this period. Human life is full of sound information to which a person is exposed daily. Sounds activate the emotional part of the brain, which leads to the creation of feelings and emotions that form a persons mood. It is a process that takes place subconsciously and continuously for twenty-four hours a day. Thus, the sense of hearing is constantly active and cannot be switched off. Human beings live in symbiosis with sound, and it largely determines the individual dimensions of their lives. They even memorize certain sounds for a long time and then recall them in conjunction with memories that relate to the moment of the initial hearing. (Pollak and Vavrek,2021, p. 6)

Within sensory marketing, hearing is represented by auditory marketing. Auditory is something that is related to hearing such as sound. An auditory environment can be nonverbal, one where physical noise dominates, or verbal, one where words and semantics dominate. Therefore, there are several types of sound, both pleasant and unpleasant to the ears. Sounds pass the human ear at a speed of 330 meters per second and can only be heard at that time period. The ability of an individual to hear sound helps him to interpret the environmental cues. Audio characteristics like volume, tempo, and duration in an environment collectively make up an auditory scene. (Darlington,2022, pp.116)

Auditory marketing is a special technique to choose a product name in a way that would sound good to shoppers, influence them to buy just by the name itself. It also refers to a strategy in branding which integrates sensorial stimuli to enhance brand appeal. Thus, sound plays a key role in promotion either through the brand name, advertising jingles or background music played in the business environment. Sound used in marketing could come from television or radio commercials, speeches, live events, recorded interviews, and so on. Hence the sounds have proven to have an influence on consumers emotions and shopping behavior. (Darlington,2022, p.117)

Auditory sounds are divided into two categories: ancillary and ambient sounds. Ancillary sounds are associated directly with a product which tells a lot about the features and the performance of that product. For instance, the noise made by the engine of a Harley Davidson has been studied to be unique and to give a feeling of power. The products are uniquely designed to generate sounds to differentiate them from competition and send a particular message of quality to the customers. Ambient sounds are not directly related to the product, service, or advertisement but to the retail business environment itself, to create a good atmosphere and enhance purchases. Ambient sound centers on three music dimensions: music tempo, music type and music volume. In retailing, ambient sound is the background music played in the stores to enhance the customer mood. (Darlington,2022, p.117)

Humans use the sense of hearing to perceive and experience the environment as well as the surroundings. A sound strategy should contribute to an individuals identity and should be emotionally appealing. When a companys or a brands identity is expressed auditorily, most individuals give meaning to various kinds of sounds, and they often make a deeper interpretation of its meaning on a personal level. Therefore, a sound strategy might provide consumers with auditory sensations, whether they are perceived as pleasant or unpleasant. It can be said that a sound strategy is not only about adding a sound to a service process but also could be about eliminating unpleasant sounds. (Hultn,2020, pp.24-25)

1.4.2.3 Smell and Olfactory Marketing

According to Lindstrom, You can close your eyes, cover your ears, refrain from touch, and reject taste, but smell is a part of the air we breathe. Breathing is an essential function of a human being and an individual takes breath approximately 23,000 times daily. Together with the air, odor and aroma molecules are inhaled by humans. Such odor and aroma molecules are recognized by olfactory cells and the information reaches the brain creating specific emotions and experiences. Scientific evidence indicates that an average person can distinguish between approximately 4,000 smell stimuli and 75% of our emotions are created by using the smell. Our smell memory is the most intense of all the senses, and only about 20% of smell sensations are forgotten; thus, humans keep even very old memories and feelings connected to smell. Each person has unique and individual experiences with odors and connects them with personal experiences. Then, from the positive or negative experience with odors, positive or negative memories and links are created. Smell is the second most used sense, after sight, because each person has unique and individual experiences with odors and connects them with personal experiences. (Sendra and Barrachina,2017, p.20)

People are hundreds of times more likely to remember something they smell over something they hear, see, or touch. Scent is our oldest sense and has evolved the most. Since the limbic system processes scent, the sense is tied closely to our emotions and memories. In fact, scent is the sense that is most closely tied to our memory. Unlike the other human senses, scent travels immediately through various parts of the brain instead of being processed centrally first. As a result, things that smell can create a memory much more quickly than taste or touch. (Kolli and kulkarni,2022, p.202)

It is through the nose and the olfactory system that individuals perceive and experience different kinds of scents. Often this experience of a scent affects the individual on an emotional level. Moreover, scents can create long-lasting memories in people at a personal, deeper level, given evidence for the fact that a scent from childhood can be drawn upon in adulthood. Thus, a smell strategy can provide consumers with atmospheric sensations, either perceived as pleasant or unpleasant. (Hultn,2020, p.25)

When it comes to scent as sensory cues and stimuli their natural connection to a product (product similarity and their intensity) are crucial in creating a sensory experience. It is suggested that product-like scents have greater impact on a positive sensory experience for customers. In service environments, scents help to provide customers with a pleasant shopping atmosphere often resulting in increased attention as well as increased satisfaction while shopping. Scent helps to recall and recognize brands, hence why companies should develop a scent brand and signature scent or legally protected fragrance brands. It is also important that a smell strategy should eliminate unpleasant smells in a service process. (Hultn,2020, p.25)

Within the marketing of the senses, the smell is represented as olfactory marketing. It is also known as aroma marketing or scent marketing. It is also one of the latest trends in general marketing and stimulates customers shopping behavior through the influence of appropriately selected scents. Scent or aroma has been a marketing tool since ancient times, even though it was initially a by-product of another activity. Over the years scent began to be used in a targeted way to evoke emotions in the target customer. As a scent has a relatively strong effect on subliminal perception of, it is crucial for businesses that the customers subconscious mind combines a perceived scent with something positive and motivating. (Pollak and Vavrek ,2021, p.3)

This is the whole essence of olfactory or scent marketing. The presence of a scent that matches the theme and the product in the store has both a positive effect on the evaluation of the place itself, as well as the products sold in the place. Past studies even confirm that the diffusion of the scent can affect the shopping time spent in the store. The use of scent in marketing can be divided into two basic categories. The first is the product use of the scent, which can directly influence the customers purchase decision. Each product has its own specific scent. However, it is not just about the scent of the product, but rather about associating the scent with a specific brand, through which brand can build its own identity and thus differentiate itself from the competitors. The second category focuses on spatial use, to create a pleasant environment for the customer using scent diffusers and thus increase his willingness to perceive the offer or new impulses from the retailer. (Pollak and Vavrek ,2021, p.3)

1.4.2.4 Touch and Tactile Marketing

The skin, the organ through which we experience touch sensations, is the largest body and sensory organ and the tactile sense (or the sense of touch) is the first sense to develop in a human being. From the moment of birth, hands are used to explore the world and acquire information about the surroundings. The experiences gained through interacting physically with one's surroundings (such as haptic interaction) will subconsciously influence actions and opinions in life later. The touch or haptic sense is considered to be the most intimate sense as it requires physical contact with the skin. (Vrna and Mokr, 2020, p.451)

It is believed that the sense of touch is the first human sense to develop, followed by smell, taste, hearing and vision. Sensory information and feelings go through the skin in the embryonic stage of a fetus and reacts to touch after seven weeks. As the bodys largest organ, the human skin corresponds to an area of approximately 2 square meters. The sense of touch also known as the haptic system, is activated when hands, feet or skin are used to touch an object or a person. Human fingers and hands explore these things in many ways and is said to constitute the brains connection to the world outside. During physical contact with a person or an object, attributes like temperature, texture and weight are evaluated. This contact results in both physical and mental interactions with significant effects on an individuals cognition, emotions and actual behavior. (Hultn, 2020, p.138)

Within the marketing of the senses, the touch is represented as tactile/haptic marketing. A haptic strategy is a tactile approach when the identity of a company or a brand is perceived and experienced by individuals in a tactile manner to provide a sensory experience. Touch sensations are often expressed through tactile cues and stimuli like materials or surfaces as well as temperature or weight of products and services. The feeling of a brand or a product emanates from tactile stimuli such as quality, firmness, and shape. Touch can be divided into two forms, one is instrumental, a consumer touches the product to ascertain certain product qualities or characteristics with a typical purchase goal. The other form is a hedonic touch, often with no product purchase goal, the goal is to enjoy the experience itself. (Vrna and Mokr, 2020, p. 452)

If consumers are deprived of touching the products, their decisions are also affected. Therefore, if a customer expects to physically hold a product and this expectation is not met, it can lead to frustration, especially if a customer has a need for some kind of tactile information. Such customers tend to have less confidence in their decisions, this is caused by the fact that they cannot use their tactile experiences. On the other hand, in environments where tactile input is not a possible option (such as when shopping online), only a verbal description of material properties of a product can compensate for a lack of touch. Certain products, for example blankets or sweaters which has the material properties that can be determined only by touch, cannot be successfully sold online due to the inability to explore their material properties. (Vrna and Mokr, 2020, p.451)

Brands also can be differentiated from their competitors by the products' haptic properties and customers do often touch the products before making a final purchase decision. Therefore, if brands want to have a positive impact on the decision making of a consumer, they should be allowed to touch the products. The consumer perception of a product can be significantly influenced by its haptic properties. The texture, hardness, temperature, and weight of a product are properties that can be explored only through haptic manipulation. These four attributes were named material properties and people can obtain a detailed impression of a product and in some cases even more comprehensive information than through different sensory channels by simply touching an object. As a result, customers can be more confident and surer in their purchase decision. (Vrna and Mokr, 2020, p.451)

1.4.2.5 Taste and Gustative Marketing

The sense of taste has classically been limited to five basic tastes, namely sweet, sour, salty, bitter and umami. Taste sense is perceived primarily through the taste buds on the human tongue. An adult has about ten thousand different taste receptors that register and send information to nerve cells. These then transmit individual signals directly to the human brain. However, a person can perceive hundreds of different concrete flavors, which are the combinations of the four sensations by multiple combinations. People remember approximately 15% of what they taste, so it is a much higher retention level than the one offered by the other senses. (Marn and Prez,2019, p. 129)

The taste an individual perceives comprises much more than only the brands actual taste; it includes scent, sound, design, and texture. For this reason, the concept of taste is often more related to the customers whole sensory experience than to just what is put in the mouth.

Moreover, a taste experience can be dependent on how different senses for example, smell, sight, and touch interact in a symbiosis, which can lead to synergies for a much stronger taste experience. (Hultn 2015, p.387)

Within the marketing of the senses, the taste is represented as gustative marketing. For brands, taste is one of the most powerful senses that can be used as a part of experiential marketing. Brands must be expert at creating a profound taste experience that merges with other sensorial stimuli to connect with consumers at an emotional level. Taste can be used in a variety of ways, such as food sampling, branded food/drink, snacks as a part of swag, and even hosted company events with meals available. Through all these different campaigns, however, its important to understand that the taste experience being provided should align with the brand itself and what it stands for. (Kulkarni and Kolli,2022, p.263)

Taste is the sense that fuses all different senses together to create a holistic brand experience but is also linked to emotional states so it can alter mood and brand perception. The most famous taste marketing campaign was the one made for the launch of koda Fabia in 2007 in London. The idea was to advertise it as tasty, so they decided to bake a life-sized cake that looked like koda. They hired the best chocolatiers, bakers, and bricklayers to construct and bake the car, and filmed the entire process. According to koda, in the first week of the campaign, the visits to car dealerships went up by 160 percent. (Hussain,2020, pp.49-50)

Individuals rely upon their personal taste when it comes to decisions regarding different brands and products as well as what service environments to choose. The sense of taste is dual in the sense that it considers both inner taste through the tongue (gastronomic/ gustative) and outer taste through the eyes (aesthetic). It is apparent that gastronomic taste as well as aesthetic taste are of importance in an individuals product evaluation, purchase decisions and consumption. (Hultn, 2020, p.160)

Gastronomic taste is in connection with the human tongue, which gives the taste sensations that are perceived and experienced from the daily consumption of food and beverages. It provides individuals with various physiological and psychological reactions in relation to food and the food products that satisfy both the need for physical survival as well as emotional and social satisfaction. Aesthetic taste provides people with aesthetic sensations and experiences coming from an object, a brand, or a service environment. In general, the term aesthetics describes an individuals sense of beauty and theory of beauty. Aesthetic values are significant for many individuals who are looking for hedonic products like goods or services emphasizing appearance, color, shape, style and texture. Most customers in the modern market prefer aesthetic values over functional values in their choice of products. If companies add aesthetic values to cars, fashion, food, home furnishings or smartphones, they can offer more experience-based products to customers. In this context both internal and external taste should be considered important. This highlights how a taste experience can contribute to the total sensory experience of an individual. (Hultn, 2020, pp.160-162)

1.4.3 Sensory Cue and Stimuli

Sensorial stimuli are objects, events, or actions that are received by the senses and result in certain responses from a consumer. Sensorial stimuli can come in a plethora of different forms, such as touch, heat, light, sound, and more. These stimuli are processed by our five senses, which can be categorized into the following groups: touch, vision, smell, taste, and sound. By using stimuli that target these senses in marketing campaigns, brands can elicit certain reactions from consumers. These sensorial stimuli are crucial as they can affect attitude, memory, and mood, all of which influence consumer decision-making. Certain sensorial stimuli can be more effective at targeting certain senses, which in turn result in different responses from consumers. (Kulkarni and Kolli, 2022, p.92)

Spence et.al (2014, p.472) proposed the framework that focuses on how sensory cues impact cognitive affect and behavior. It is important to note that the primary emphasis of this model is on evidence directly related to retail practices. Within the realm of affect, studies have shown that sensory cues generally elicit positive responses from customers, leading to improved feelings, higher satisfaction levels, and more favorable behaviors. For instance, research has indicated that websites with a blue background create a sense of relaxation among customers and give the perception of faster download speeds. This framework also explores the concept of optimal stimulation, which influences customer affect, and highlights the importance of achieving the right balance of sensory cues to attain optimal levels of stimulation.

It is crucial to recognize that in the field of sensory marketing, customer perception is rarely influenced by simple main effects. As an example, lower lighting in the glassware section of IKEA resulted in increased sales. This can be attributed to the balancing effect of the reflective glass's stimulating property with the lower level of illumination. Additionally, many of the effects of sensory cues on customers appear to be mediated by cognition. These effects seem to benefit from the associations formed between specific products and particular atmospheric cues. For instance, a study demonstrated that playing French music in a wine store led to higher sales of French wine compared to German wine, while playing German music led to higher sales of German wine over French wine. In the realm of cognitive processes, there are additional influences that seem to stem from unconscious connections, which in turn have a direct impact on human behavior. For example, when individuals are exposed to fast-paced music, they tend to consume food and beverages at a quicker pace. Consequently, the manner in which sensory cues shape behavior is intricate and complex. (Spence et al.,2014, p.473)

Visual sensations in a store are evoked by various sight sensory stimuli and cues. These stimuli encompass elements such as architecture, color, lighting, interior design, and social stimuli from the staff. On the other hand, for the brand and products, visual sensations are created through factors like the name, logo, color scheme, design, packaging, advertisement, and commercials. (Hultn ,2020, p.68)

Various auditory stimuli and cues contribute to the creation of sound sensory experiences. These encompass elements such as the music played in stores, the voices of staff members, the language used, the music incorporated in advertisements, and the sonic branding elements like brand songs, brand voices, jingles, sound icons, and corporate anthems. (Hultn 2020,p.101)

The store environment incorporates a range of smell-based sensory triggers and cues that evoke olfactory sensations. These encompass not only the subtle presence of ambient scent but also the associations between specific scents and the store itself. Furthermore, scent symbolism plays a significant role in shaping customer perceptions, as scents can be imbued with specific meanings. Additionally, the brand and its product line are intertwined with olfaction through the implementation of product scents, a unique signature scent associated with the brand, and the strategic deployment of scent in advertising campaign. (Hultn, 2020, p.127)

Haptic sensations are generated by touch sensory stimuli and cues such as hardness, material, shape, softness, texture, or weight, all of which play a significant role in shaping the identity of a brand or product. Furthermore, a warm and welcoming touch from staff members also serves as a sensory stimulus that has the potential to elicit a positive influence. (Hultn, 2020, p.151)

The taste experience is influenced by various sensory stimuli and cues. Gastronomic stimuli, such as raw materials, flavors, spices, and product quality, play a significant role in shaping the taste of a food brand or product. Additionally, aesthetic stimuli, including colors, structure, composition, and food design, also contribute to the identity of the food brand or product. When it comes to tasting samples, they create gastronomic sensations that further enhance the overall taste experience. Furthermore, aesthetic stimuli like design, interior, and style of the service environment also have an impact on individuals' perception of taste and their overall taste experience. (Hultn, 2020, pp,176-178)

The perception of customers towards servicescape is comprehensive, and therefore, various sensory cues in a store are likely to affect their perception of value and subsequent behaviors. Retailers must adopt a similar approach to effectively manage their store environments. Sensory cues and stimuli aim to enhance the shopping experience of customers, encouraging them to spend more time in the store and return more frequently. Additionally, sensation transference plays a crucial role in this context, as the emotions that customers experience within the store environment transfer to the products they evaluate. (Spence et al.,2014, p.473)

1.4.4 Multi-Sensory Experiences

Multi-sensory experiences refer to the subjective outcomes that individuals derive from their interactions with brands, products, and services. These experiences are shaped by various sensory attributes, including visual aesthetics, auditory elements, olfactory sensations, tactile feedback, and gastronomic or aesthetic preferences. By engaging multiple senses, individuals are able to gather information and make informed judgments and purchase decisions. In today's context, brands and products, such as food and groceries, have evolved into multi-sensory experiences, incorporating elements like enticing aromas, vibrant colors, and delightful flavors. Similarly, laptops and smartphones offer a lifestyle entertainment experience through their captivating designs, immersive sound systems, and interactive touchscreens, ensuring round- the-clock engagement. (Hultn,2020, p.13)

The involvement of human senses in a sensory experience makes it more than just an ordinary experience. Such experiences are a result of interactions with the environment, staff, or systems in the service process, and are known to have a significant impact on the individual. Sensory cues and stimuli associated with the purchase and consumption of brands, products, and services contribute to this experience. The individual experience can be negative, neutral, or positive, depending on the aesthetic, emotional, or sensory elements involved. Aesthetic elements play a crucial role in marketing and are considered an emotional aspect of a multi- sensory experience. A sensory experience is defined as an individuals perception and experience of goods, services and brands through the five senses, which contribute to consumer value and brand as image. The five senses are the basis for the multi-sensory experience through seeing, hearing, smelling, touching, and tasting. (Hultn, 2020, p.22)

1.4.5 Consumer value

In the realm of sensory marketing, individuals are regarded as active participants and co-producers who play a crucial role in the service processes of companies. Moreover, these individuals also derive value for themselves by consuming and utilizing products and services in their daily lives. Consequently, it becomes imperative for companies to act as value promoters by facilitating interactions between consumers and a diverse range of brands, products, and services. By intentionally providing consumers with goods, services, hidden services, and information, companies can actively contribute to the creation of consumer value. It is through collaboration with companies in the process of identity formation that consumers generate value for themselves. This value can take on various forms and is experienced throughout multiple interactions, starting from the design of the product, and culminating in the actual consumption of a specific brand within a given context. Ultimately, the creation of identity processes serves as the catalyst for the authentic brand experience of the consumer. (Hultn, 2020, pp.19-20)

1.4.6 Consumer experiences

Service processes of companies can lead to consumer experiences, both intentionally and unintentionally. Companies can deliberately create experiences that captivate and involve consumers and reinforce their brand identity. In such instances, the emphasis should be on the unique needs and preferences of each consumer, and what constitutes a truly fulfilling experience for them. It is suggested that experiences should replace goods and services as the primary means of generating consumer value for companies. (Hultn, 2020, p.20)

Consumer value is believed to originate from the consumption experience of the product itself. Regardless of whether they are tangible goods or intangible services, all products offer consumers experiences that can range from favorable to unfavorable. These experiences extend beyond just the physical aspects of a product, like a smartphone or computer, and encompass the sensory encounter associated with the brand or product as a whole. Given that experiences are subjective and unique to each individual, what may be a positive experience for one person may not necessarily elicit the same response from another. (Hultn, 2020, p.20)

1.4.7 Brand as image

The creation of a brand's image in the minds of consumers is closely linked to their experiences and the value they derive from it. The perceptions that individuals form are a direct result of how the brand or product functions during consumption, particularly in terms of self- fulfillment and identity creation. These perceptions are influenced by the physical characteristics of the product, its service elements, and other sensory dimensions, which shape the emotions and thoughts associated with a particular brand. Ultimately, the way individuals perceive and comprehend the goods and services they use in their daily lives forms the foundation for the brand's image and the value it provides to consumers. (Hultn, 2020, p.21)

Brands are often used by consumers as cultural symbols, identity markers, or sources of information, which gives them personal significance. This involves forming a connection with the brand and developing an attitude towards it, ultimately leading to a personal attachment.

This process highlights how individuals' pursuit of self-fulfillment and identity creation contributes to the establishment of the brand as an image and fosters brand relationships among consumers. It emphasizes the important role that active, committed, and participatory consumers play in the brand-building processes of companies. In general, the brand as an image plays a crucial role in sensory marketing, particularly in relation to consumer experiences of brands and products that involve both physical and mental aspects of the human body. (Hultn, 2020, p.21)

1.5 Consumer Behavior

According to Babin & Harris (2014, p.4) consumer behavior can be defined as a set of value-seeking activities that take place as people go about addressing their real needs. This implies that when making a decision to purchase or not, individuals engage in actual thoughts, feelings, and actions. There are two fundamental reasons why consumers need to make decisions. Firstly, it is to satisfy their inner needs and desires. Secondly, it is because there are multiple options available for them to choose from. Consequently, regardless of the reason, consumers must decide on the type of products they wish to purchase, own, and utilize. Research has shown that sensory elements can significantly influence consumers' emotions and subsequently impact their behavior. When faced with a specific image or object, consumers immediately recall previous experiences or memories associated with it, evoking certain emotions. Emotions can be understood as the verbal expression of feelings and as personal, subjective psychological states. (Nell,2017, p.159)

A store's environment has the potential to elicit three types of emotions in consumers. The first is pleasure, which indicates whether consumers find the environment enjoyable and satisfying. The second is arousal, which refers to the level of stimulation provided by the environment. Lastly, dominance pertains to consumers' perception of control within the environment. It is likely that positive emotional reactions triggered by sensory tactics will lead to increased consumer spending, depending on the specific in-store atmosphere. It can be deduced from the aforementioned information that consumers' behavioral responses are highly likely to be influenced by emotional reactions, such as pleasure and arousal. These behavioral responses can result in either approach or avoidance behavior. It can be inferred that the utilization of different sensory elements in marketing has the potential to influence consumer emotions, consequently shaping their behavior (Nell,2017, p.159)

The role of our senses in shaping consumer perceptions and purchasing behavior cannot be overstated. The ability to experience a product firsthand is crucial in determining whether a customer will make a purchase or not. In today's modern world, sensory marketing has emerged as a vital tool in establishing and strengthening the bond between a brand and its customers. However, eliciting specific emotions from customers is not always a simple task, and marketers invest significant time and effort in devising innovative methods to stimulate their senses. (Abdykashova ,2022)¹

The primary objective of sensory marketing is to influence customer desires, needs, and behavior by manipulating their perceptions, memories, and experiences. While certain senses can be directly associated with a particular product, optimizing the overall shopping experience is a key driver of sensory marketing. As a business owner, it is imperative to create memorable sensory experiences at every stage of the purchasing process. Nowadays, many retail stores aim to enhance the customer's shopping experience by providing additional amenities such as ice cream or complimentary coffee and drinks. These tactics can help the brand generate more revenue and increase brand recognition. By spending more time in the store and being exposed to the brand's aesthetic, products, and various categories, customers are more likely to make a purchase and potentially make similar purchases in the future. Additionally, they may share their experience online by taking photos. Sensory marketing can influence every step of the purchasing process, from activating desire to post-purchase evaluation of usage or consumption. Implementing an effective and memorable sensory marketing strategy can greatly benefit your brand. (Abdykashova ,2022)²

Sensory marketing plays a crucial role in conveying a brand's image and communicating the unique value of a product in a highly competitive market. By leveraging the senses, marketers can reinforce the functional and emotional benefits, values, and personality of the product. This strategic approach enables marketers to effectively communicate the brand identity and establish its relevance to the consumer. In the realm of consumer behavior, sensory marketing serves as a powerful tool that allows brands to creatively engage with customers, meet their needs, and make a lasting impact. It is imperative for brands to harness the potential of sensory marketing to effectively connect with their target audience. (Abdykashova ,2022)³

1.6 Marketing 3.0: A New Era

While discussing sensory marketing, it is important to understand the broader trends at play in the marketing landscape. Today customers are choosing products and companies that satisfy their deeper needs for creativity, community, and idealism that are present in them. This revolution is known as Marketing 3.0, the marketing that focuses on the customer as a human being in its entirety, with material, emotional and spiritual needs, and capable of satisfying humanism's noblest instance. (Kulkarni and Kolli,2022, p. 56)

The term Marketing 3.0 was introduced in the book "Marketing 3.0: From Products to Customers to the Human Spirit" by Kotler, where he brought up a new change in the marketing dynamic and the way it is perceived. He emphasizes that consumers are making decisions based on emotions and spiritual needs more than ever, as function and utility are becoming more and more secondary. Marketers need to identify the anxieties and desires of the consumers to be able to target their minds, hearts, and spirits. (Kulkarni and Kolli,2022, p.56)

The core takeaways from marketing 3.0 further show the impact sensory marketing can have. For example, marketing 3.0 has allowed us to establish the important role that emotions play in consumer decision-making, and one of the best ways to target consumers' emotions is through sensorial stimuli. Brands must learn how to use sensorial stimuli to elicit certain consumer emotions, which in turn lead to consumer behavior that is beneficial for the brand. In current marketing scenario a brand should appeal to consumer's emotional needs and wants beyond product functionalities and features. (Kulkarni and Kolli,2022, p. 57)

2 Industry and Company Profile

The second chapter presents a brief introduction to the fashion industry and selected companies; H&M and New Yorker. The basic industry and company characteristics, history and products will be discussed.

2.1 Industry Profile

According to McKinsey's State of Fashion 2017 report, the fashion industry holds a prominent position as one of the world's largest and most influential industries, surpassing even media, transportation, and commercial and professional services in terms of value creation. While it may not be directly comparable, the market size of the fashion industry is so significant that if it were a country, it would rank as the seventh-largest GDP globally.

According to Gazzola et.al (2020) the fashion industry is a massive global enterprise worth 1.3 trillion dollars, providing employment to over 300 million individuals across the globe. It serves as a major economic powerhouse and plays a significant role in driving global GDP. This industry operates within a fiercely competitive market, largely dominated by renowned global brands. Despite the profound financial crisis of the past decade, the fashion industry has managed to achieve rapid growth and undergo extensive transformations.

The fashion industry is a global enterprise that generates billions of dollars through the production and sale of clothing. Some individuals differentiate between the fashion industry, which focuses on high-end fashion, and the apparel industry, which produces everyday clothing or mass fashion. However, these boundaries became increasingly blurred by the 1970s. While there may seem to be disparities between the luxurious designer fashion showcased on Paris or New York runways and the mass-produced sportswear and street styles available in malls and markets worldwide, the fashion industry encompasses various aspects such as design, manufacturing, distribution, marketing, retailing, advertising, and promotion of all types of apparel for men, women, and children. This includes both exclusive haute couture and designer fashion, as well as everyday clothing ranging from couture ball gowns to sweatpants. (Goyal,2020)

The fashion industry has undergone significant changes over time. Initially, it was closely associated with haute couture and exclusive design elements. However, it later shifted towards mass production and the mass market, focusing on luxury goods and utilitarian clothing. This shift led to a unification of designs and manufacturing processes to cater to a larger consumer base. Furthermore, the expansion of the fashion market and the growth of developing countries have opened new opportunities for industry. Technological advancements have played a crucial role in revolutionizing the fashion industry, allowing for quick and efficient output with reduced manpower. These technological innovations have replaced manual operations with microprocessor-controlled equipment and evaluation methodologies, leading to improved production processes, design development, and optimization. The fashion industry is now driven by the desire for fast production and fast fashion, which is facilitated by access to global markets and the ability to fulfil large orders. To adapt to the challenges of high- speed production and changes in the fashion market, the industry has embraced these advancements and adjusted its strategies accordingly. (Radhakrishnan,2015)

2.2 Company Profile

2.2.1 H&M

Following data is presented from the internal documents of the company.

H&M is a fashion retail brand that allows people to express their own style. Their business idea is to offer fashion and quality at the best price in a sustainable way. H&M offers collections for women, men, teenagers, children, and babies. Their range includes clothing, designer collaborations, sportswear, wardrobe essentials, beauty products, and accessories. They offer their products through both online and offline platforms, which are becoming more interconnected to ensure a seamless and enjoyable shopping experience for customers. Whether they prefer shopping in-store, on the brand's website, through digital marketplaces, or via social media, customers can expect a convenient and inspiring experience. The main goal of the H&M group is to provide fashion and design that is accessible to all, while also being beneficial for the business and minimizing harm to people and the environment. The brands are striving to adopt circular business models and incorporate a higher percentage of recycled and sustainable materials in their collection.

Hennes & Mauritz AB or H&M is a Swedish public limited company. H&Ms class B share is listed on Nasdaq Stockholm. The company was established in 1947 by Erling Persson in Vasteras, Sweden. Initially, it was called Hennes which means Hers in Swedish and focused on selling women's clothing. In 1968, Persson acquired the hunting apparel brand Mauritz Widforss and renamed the company to Hennes & Mauritz to include menswear. After rebranding as H&M in 1974, the company started expanding beyond Sweden. The opening of first flagship store in U.S. during 2000s on Fifth Avenue in New York City marked the start of H&Ms expansion outside Europe. Today, they are present all around the world, including Asia, Africa, Europe, the Middle East, Oceania, and North and South America.

Since 1947, they have grown from a single store to a family of brands that provide fashion and design to customers all around the world. Today the H&M group consists of eight distinct brands - H&M, COS, Monki, Weekday, & Other Stories, Cheap Monday, H&M Home, and ARKET. These brands collectively offer customers a wide range of fashion, beauty, accessories, and homeware styles and trends. They operate approximately 3875 stores in 77 different markets today. Additionally, they offer online sales in 60 markets, making it convenient for customers all over the world to access their products. In 2023, H&M celebrated its 76th anniversary, establishing itself as a customer-centric, innovative, value-oriented, and socially conscious fashion and design enterprise. With a commitment to providing customers worldwide with the finest blend of style, excellence, affordability, and environmental consciousness, H&M has laid a solid foundation for its success.

2.2.2 New Yorker

New Yorker Group Services International GmbH & Co.KG, commonly known as New Yorker, is a German clothing retailer based in Braunschweig. It is a privately held company that specializes in offering a wide range of clothing options to its customers. The Young Fashion line is the core of the collection, offering denim, sportswear, and streetwear for a trendy and youthful audience. New Yorker also offers a diverse selection of accessories and footwear to complement the overall look. Overall, the New Yorker collection boldly expresses its fashion- forward style. The collections are inspired by each season and the latest fashion trends.⁴

In 1971, Tilmar Hansen and Michael Simson launched the initial New Yorker branch in downtown Flensburg. It was originally a basic jeans shop. On April 1, 1982, the first store under the name "NEW YORKER" opened in Kiel. In 1994, the company took its first step beyond Germany's borders. Since then, it has experienced rapid expansion, adding stores in Czechia

New Yorkers motto, "Dress for the moment," goes beyond a mere slogan. They design fashion for genuine moments, recognizing that each moment and every look is distinct. They strive to create memorable experiences and inspire customers to embrace their true selves. The collection primarily includes FSBN, FB Sister, Smog, Amisu, and Censored from the New Yorker brands. These brands offer trendy fashion, jeans, sportswear, and streetwear for a fashion-forward audience. Additionally, there is a wide selection of accessories and footwear available.⁶

3 Research Methodology

This chapter presents an overview of the study's research objectives, approach, design, data sources, and methods for data collection and analysis. It serves as a comprehensive outline of the study's framework.

3.1 Problem Statement

The human senses have long been ignored in marketing, despite the awareness of their great significance. The five human senses are of crucial importance for an individuals experience of different purchase and consumption processes. It is through the senses that every individual becomes conscious of and perceives firms, products, and brands. The study focuses on the importance of understanding how sensory marketing affects consumer behaviour in fashion industry. As sensory stimuli become more important in marketing strategies, there is a lack of detailed analysis on the specific aspects of sight, sound, smell, touch, and taste and how they impact consumer perceptions and decision-making. This research aims to bridge this gap by examining the subtle ways in which sensory marketing techniques influence consumer attitudes, preferences, and purchasing behaviour in the fashion industry. The findings will offer valuable insights for businesses looking to enhance their marketing strategies.

3.2 Research Objectives

1. To Analyse sensory marketing activities of the selected

1. To Investigate the influence of sensory marketing on consumer

1. To Propose optimization strategies for the company's sensory

3.3 Research Approach

This study employs a deductive approach based on a comprehensive theoretical framework which is more suitable for an inexperienced researcher. Despite the newness of the topic and the need for further research, the existing literature on sensorial marketing enables the researcher to analyse and understand various concepts and model. By exploring well established theories in sensory marketing, researcher aim to establish a solid foundation that directs the investigation into the influence of sensory marketing stimuli on consumer behaviour.

3.4 Research Design

The present study adopted a descriptive research design to examine the impact of sensory marketing on consumer behaviour. Recognizing the necessity for a more comprehensive comprehension and examination of the topic, a mixed method analysis incorporating both qualitative and quantitative data was deemed appropriate for this study.

3.5 Sources of Data

To achieve the desired objectives and provide a meaningful contribution to the field, it is essential for the researcher to gather data of both quantitative and qualitative nature. To address the objectives effectively, the researcher conducted observations in selected fashion stores to gain insights into the sensory stimuli present within these companies. Furthermore, a well-structured questionnaire is formulated using Google forms to analyse the influence of sensory marketing on consumer behaviour.To establish the groundwork for the study, secondary data was gathered from a variety of sources including existing literature, past studies, journals, articles, company documents, and websites.

3.6 Sample

To ensure efficiency and obtain valuable insights, it is crucial to administer the questionnaire to a representative sample of the population. For this study, the target population selected are consumers of fashion industry in the Czech Republic, which has a population size of approximately 10 million. With a confidence level of 95%, a margin of error of 5, and a population proportion of 50%, the standard sample size 385. The researcher collected a total of 407 responses, indicating a response rate that is 105.72% higher than the standard size.

3.7 Selected Companies

H&M and New Yorker have been selected as the companies to analyse sensory marketing practices in the fashion industry. These two companies operate in a highly competitive fashion market, where sensory experiences hold immense significance in influencing consumer perceptions and preferences. H&M, a globally recognized Swedish retailer, is known for its fast-fashion approach, offering a wide range of affordable and trendy clothing. On the other hand, New Yorker, a German fashion brand, is acknowledged for its youthful and urban style, catering to a similar market segment.

3.8 Data Collection

A structured questionnaire consisting of 40 questions was developed for the study using Google forms and distributed online to the target population to gather quantitative primary data. In addition, on December 7, 2023, the researcher conducted personal observations in the selected stores to obtain qualitative data and analyse the sensory practices implemented in-store, as there was no existing secondary data available.

3.9 Data Analysis

The data collected from observations and surveys conducted through Google Forms was transformed into tables, charts, and graphs to facilitate a more comprehensive analysis and interpretation.

3.10 Limitations of the study

The subject of sensory marketing is extensive.

The scope of this study is restricted to the fashion sector.

The scope of this study is confined to the population in Czechia, therefore, the results obtained cannot be generalized to other contexts.

There have been only a few previous investigations conducted on sensory marketing within the fashion sector.

The questionnaire was extensive for a thorough analysis, but it might not be enjoyable for the population.

3.11 Thesis Scheme

Chapter 1-Theoretical Background of Sensory Marketing

Chapter 2-Industry and Company Profile

Chapter 3-Research Methodology

Chapter 4- Analysis and Interpretation

Chapter 5 -Suggestions and Recommendations

4 Analysis and Interpretation

This chapter is devoted to the analysis, presentation and discussion of data collected by the researcher. It includes the analysis of secondary and primary data for a better understanding of the scenario.

4.1 Secondary Analysis

4.1.1 Sensory Marketing in Fashion Retail Sector

Fashion is an expression of our lives, bare and open, purely affirmative, affirming the life we live with others, sharing ourselves to be heard and seen, seeing and hearing others as we appear to each other in the realm of human affairs (von Busch, et. al. 2014, p. 17). Fashion, when utilized as a means of connection, communication, and storytelling, can fulfill one of our fundamental human needs. In today's world, every sector recognizes the importance of a sensory approach to enhance the perception of their products during the stages of comparison, selection, usage, and evaluation. In the past, companies primarily relied on audiovisual stimuli to differentiate their brands from competitors. However, nowadays, companies are striving to differentiate their brands by appealing to all the senses. Recognizing the value of sensory marketing in product development, professionals have embraced this approach and tailored it to suit the specific product and its context of use. Surprisingly, the fashion retail sector remains unaware of its immense potential for differentiation and its opportunity to cultivate stronger relationships with customers. According to Lindstrm (2010), it is projected that 40 percent of the world's Fortune 500 brands will incorporate a sensory branding strategy into their marketing plans by the end of the decade, emphasizing that their future survival hinges on it. If brands wish to establish and maintain loyalty in the future, they must devise a strategy that engages all senses.

However, most clothing brands are unaware of the potential of sensorial marketing. Recently, there has been a shift in focus towards the store environment to evoke emotions and create a unique experience. According to Lindstrm (2010), music was the first sensory element introduced in some stores, followed by changes in store layout by designers. Currently, there is a growing trend in the use of aromas. However, Lindstrm (2010) points out that most of these sensory advancements are not branded, except for A&F (will be discussed in Case study of A&F). He argues that the stronger the brand's identity, the more customers are willing to pay, which explains why A&F can charge 50 for a top.

The fashion and clothing industry is very crowded with many industry leaders. However, logo design is a crucial aspect that sets apart competitors and helps a brand stand out. There are numerous examples of impressive logos in the fashion industry, from luxury brands like Chanel to popular high-street clothing brands. Each logo conveys an important message to customers about the brand's style, personality, and position in the apparel industry.

According to Kaya (2020), the logo design plays a crucial role in creating the brand's identity. It includes both the symbol and the typeface, which visually appeal to people and are an important part of brand recognition. For instance, Lacoste's crocodile symbol represents power, while Adidas's three-line mountain symbol represents athletes striving for their goals. In the fashion industry, it is common to use a part of the company name as an emblem, like Gucci's G or Chanel's C. Another popular approach is to create an emblem using the initials of the name with a specific typeface. This method is widely preferred by designers, especially in the clothing sector. In some circles, clothing logos have become just as desirable as the clothes themselves. Consumers take pride in wearing labels that reflect their values, identity, and beliefs.

Figure no. 4: Consumer Brand Recognition

Source: Web Portal of Zippia. 20+ Logo Statistics You Need to Know [2023]: Facts + Trends In Branding. [online]. [vis. December 11, 2023]. Available from https://www.zippia.com/advice/logo-statistics/

Figure no. 5: Logos of major Fashion Brands

Source: Own processing

Parsons (2011) supports this notion in his study, stating that many store environments are still functional and lack unique features, relying on typical adornments, flooring, ceilings, and lighting. However, some stores have embraced specific concepts or thematic approaches, incorporating their environments as part of their selling strategy. In the case of clothing, sensorial marketing aims to disrupt rational behaviors and encourage emotional responses. Lindstrom (2008) highlights that 90% of consumer buying behavior is unconscious. According to Hultn (2011), sensorial marketing is the primary competitive advantage for fashion stores, and some have already integrated it into their overall strategy. In France, the Galeries Lafayette (with 26 million visitors) and Le Printemps (with 9 million visitors) are among the most popular destinations in Paris (Giboreau and Body, 2012). These statistics are significant from the perspective of customers, as shopping is not merely a practical task for them. It is also a quest for sensations and emotions, a desire to make it enjoyable, social, and special. Shopping becomes a genuine activity that can be entertaining, educational, aesthetically pleasing, and an escape from reality. The Berlin-based Store X combines fashion, art, design, and gastronomy. It not only showcases exhibitions, talks, and performances but also offers a variety of culinary delights in its restaurant, bar, and caf. With its unique blend of fashion, art, and hospitality, The Store X stands out in the concept store landscape. The brand Two: Minds created a home- like retail experience revolving around their shared love for fashion and community.

⁸According to a survey, 95% of shoppers believe that the store exterior is crucial when choosing where to shop. Additionally, over half of them will avoid a store if the exterior seems poorly maintained. Conversely, another poll discovered that 80% of customers would be open to trying out a new store if the exterior was tidy and welcoming. This clearly indicates that initial impressions play a major role in determining the success of your business.

⁹In addition, the intense competition within the apparel industry has set a higher standard for brands. This means that every aspect of the consumer experience, including retail packaging, is an opportunity to attract and retain customers. However, creative retail packaging is no longer just a sales booster. It has become an expectation in the apparel industry. With high-quality and fashionable retail packaging now the norm, brands must go above and beyond to stand out. For example, Chanel decorates every bag with a white Camellia, which was Coco Chanel's favorite flower. These unique touches are highly sought after by dedicated fans of the luxury fashion brand. Similarly, Athletas reusable silver tote has gained popularity among consumers due to its distinctive appearance and durable materials. The metallic non-woven material, sturdy fabric handles, and prominently displayed brand name and logo create a sleek and simple look that reflects the brand's identity. Free People's reusable shopping totes are made from 100% cotton, a biodegradable and long-lasting material. These bags often feature abstract and eye-catching screen-printed patterns that align with the brand's style. Lululemons reusable tote stands out for several reasons. It features bold and all-over prints, as well as a laminated finish. Additionally, the bag is made from durable fabric and handles, providing consumers with a packaging solution that can withstand their daily activities. In summary, in the competitive apparel industry, brands must prioritize creative and high-quality retail packaging to attract and retain customers.

The 2023 Buying Green Report, which was published on Earth Day, reveals that despite the increase in consumer prices caused by global inflation, consumers are becoming more inclined to spend extra on products with sustainable packaging. In total, 82% of respondents expressed their willingness to pay more for sustainable packaging, which is a four-point increase from 2022 and an eight-point increase from 2021. This indicates that, despite the deteriorating economic conditions, the environment continues to be a top concern for consumers. Notably, younger consumers (aged 18-24) are even more enthusiastic, with 90% expressing their willingness to pay extra. The market share of different shopping bags used in retail stores is shown in the figure below.

Figure no. 9: Global Shopping bag market share

Source: Web Portal of Market.us.Global shopping Bag market. [online]. [vis. December 11 ,2023]. Available from: https://market.us/report/shopping-bag-market/

Lindstrm (2005) asserts that technology is about to play a crucial role in sensorial marketing due to its rapid advancement. It has already been incorporated into the entertainment experience, such as the use of microchips to provide customers with advice on clothing matching or the implementation of "smart" closets in Prada stores to offer information about the garments. Marks & Spencer has introduced a virtual rail in its Amsterdam store to boost sales. In addition to showcasing fashion videos on large screens, customers can now use a touchscreen to browse life-sized images of dresses and trousers, simulating a real clothing rail. This empowers customers in a positive way. If the garment's size isn't perfect, customers can request different sizes or styles with the help of this technology. They can also virtually accessorize their outfits with bags or scarves and see it all on the screen within the room. Undoubtedly, this adds extra value to the overall customer experience. Tommy Hilfiger has launched an augmented reality clothes try-on experience that was initially available in three stores in Europe. Also, they took window shopping to the next level that allows passing customers to try on clothes virtually from outside.

¹⁰Sound is an ideal way for fashion to establish a unique style. According to Vibenomics' study, 41% of shoppers make purchases in-store due to the influence of in-store audio. The ability of sound to capture attention and shape decisions is truly fascinating. Interestingly, 46% of shoppers find joy in these audio advertisements, while an even larger 54% consider them informative. Netflix from the entertainment industry and McDonalds from the food industry have shown how to implement a successful sound strategy with their sonic identity. However, major fashion brands are currently relying on instore music as their auditory strategy, but they are unsuccessful in creating a distinctive sonic branding.

The presence of a delightful aroma has been scientifically proven to extend the duration of our stay in a particular setting as it induces a sense of pleasure within us. Unlike any other sense, smell possesses the remarkable ability to evoke images, emotions, and memories swiftly and vividly, thus establishing itself as a potent instrument for branding and communication purposes. While fashion brands employ various scents within their stores to heighten customer emotions, only a selected few, such as Hollister (SoCal Spritz) and A&F (Fierce), have successfully crafted their own distinctive fragrance (signature scent /scent branding) in the fashion sector. Scent branding is about developing a signature scent that is associated with a brand, helping to create a stronger bond with consumers and becoming part of the companys brand identity.

Touch plays a vital role in purchase decisions and buyer behaviour. While most marketing focuses on visual, sound and aroma appeal, touch is often overlooked. According to Soars (2009) providing consumers with materials to touch and feel not only evokes emotions and fosters connections, but also allows brands to showcase the quality of their products, giving customers an idea of what to expect. In the fashion industry, touch is particularly important as it influences customers' decision-making process. When shopping for fashion products, customers pay attention to the texture, weight, and how the clothing feels when worn and perceive the quality of clothing. In addition to feeling the texture of the clothing, there are other ways to enhance the shopping experience. One way is to have interactive touchscreens or displays that give information about the materials, how the clothes are made, or even provide styling tips.

¹¹Retail displays are transforming the way people shop by offering interactive and captivating features. According to a study conducted by Retail TouchPoints, 83% of shoppers believe that interactive displays are effective in helping them make purchase decisions. Additionally, 71% of shoppers stated that they are more likely to visit a store that offers interactive experiences. Smart retail displays have also been proven to have a positive impact

German fashion brand s. Oliver has embraced digital signage touchscreen technologies to enhance the customer experience in its physical stores. By incorporating touchscreens into their retail spaces, s. Oliver aims to create an interactive and engaging environment for shoppers.German fashion brand s. Oliver has embraced digital signage touchscreen technologies to enhance the customer experience in its physical stores. By incorporating touchscreens into their retail spaces, s. Oliver aims to create an interactive and engaging environment for shoppers.

Giving a taste experience is a new story for the fashion industry; however, the appeal to this sense of (gustatory) taste is understandably few in apparel retailing. Ralph's Coffee was launched by Ralph Lauren at its Polo flagship store in New York. Urban Outfitters offers a variety of drinks, both caffeinated and non-caffeinated, along with nutritious food choices such as salads and sandwiches. Offering customers, a drink or chocolate while browsing the store can create positive feelings. These approaches aim to improve customer satisfaction and provide a multi -sensory shopping experience.

4.1.2 Case Study of Abercrombie & Fitch

This part focuses on a well-known example studied in sensory marketing, specifically the American fashion brand, Abercrombie & Fitch (A&F). The brand mainly caters to young people. Abercrombie & Fitch is famous for its unique sensory marketing strategy, which can be explained as follows:

A&F is known as a brand that appeals to all five senses, effectively influencing the emotions of their customers. In every major city, A&F has a large store that resembles the entrance to American college student associations. The entrance is adorned with elegant railings and sometimes a red carpet. Upon arrival, visitors are greeted by two employees, often models, who make customers feel special. The models even encourage customers to take pictures with them, engaging their sense of touch right from the start. A&F has chosen a nightclub theme, which not only resonates with their target audience but also activates multiple sensory signals. The lighting is dimmed, highlighting the main products, and showcasing attractive models on the walls. Each product is packaged in distinctive paper bags featuring a man with well-defined abs creating visual identity for packaging.

Abercrombie & Fitch is known for its stores' loud techno music. The shop emits loud music, signaling that an exciting event is taking place inside and inviting people to join. Each store is equipped with specific and sophisticated sound systems that diffuse loud techno music, creating an environment where speaking becomes challenging, but shopping becomes the main focus. The most frequently heard words in A&F are "hello," "welcome to A&F," "see you soon," or "it looks great on you," spoken by the salespersons. On every floor, a lovely saleswoman warmly welcomes and bids farewell to customers, ensuring that A&F caters to their auditory senses.

The brand's scent strategy revolves around its distinctive and powerful fragrance- Fierce- which is exclusively crafted with unique ingredients. This fragrance is characterized by its strong presence and unmistakable blend of citrus fruit and musk notes. By applying this specific and captivating scent to their clothes and store customers can identify and carry the aroma with them, ensuring a long-lasting effect. The brand prioritizes fostering a non-trade relationship rather than a purely transactional one.

In addition to the range of products available and the opportunity to take photos with models, A&F also prioritizes the tactile experience by encouraging employees to develop a sense of touch with customers and foster a friendly demeanor to build strong connections. As a clothing company, A&F faces the challenge of managing its customers' sense of taste, but this does not mean that it overlooks this aspect entirely. In fact, A&F stores entice customers' sense of taste by offering sweets adorned with the Abercrombie logo.

4.2 Primary Analysis

4.2.1 Qualitative Findings

Saunders et al (2008) defines qualitative data as non-numeric data that has not been quantified and can be obtained through various research methods. The researcher analyzes the collected data in a structured manner using narratives, ensuring the data's integrity is maintained.

4.2.1.1 Visual Instore Elements

Brand Name & Logo

H&M brand name and Logo are associable for customers. H&M opted for an uncomplicated logo that represents the company itself. Logo has only two letters from the abbreviated company name (Hennes and Mauritz) and a connecting ampersand between them. The red color of H&M logo makes it bright and memorable. Thanks to this color scheme, the symbol immediately attracts the attention of customers. The bright shade of red makes the logo stand out and identifiable despite its simplicity. Passion, youthfulness, and energy are the key ideas behind this color choice.

Like H&M, the New Yorker logo also represents the company name. The New Yorker logo is bold, bright, and instantly recognizable. Composed of just a wordmark, it looks complete and strong. The bright scarlet red color represents passion, youthfulness, and energy. The bold font makes the logo strong, bold, and energetic. Logo is made up of a central deformation, by the upper arc that does not affect the 'Y', which makes a differentiation between both parts of the name New and Yorker. This makes the name more readable and clearly oriented.

Figure no. 16: Logo of H&M and New Yorker

Store Exterior

According to a study by Morspace, 95% of consumers said that the external appearance of a store influences their decision to shop there. An attractive exterior experience can improve drive sales, increase your property value, andmost importantlymake the difference between passersby just walking on and stepping foot into your store.

H&M stores are typically located in department stores with the best location that promises great visibility. The red logo signage along with the welcoming open entrance, visible mannequin, and product displays through glass windows, create the best exterior environment for the store.

New Yorker stores are also located in malls or department stores but not necessarily in a highly visible location. But their logo stands out, making them recognizable. Along with the logo, their products are well displayed through the glass windows and have an open entrance for free flow of customers.

Color

According to Kaya, (2017) colors in retail stores affect the brand and product in an indirect way as color boosts memory by adding an extra stimulus for the brain in identifying the store.

The clothes displayed in H&M are warm(red) and neutral (brown, black, grey, cream) colors that give away a feeling of both excitement and simplicity. It creates visual harmony with the store environment and pleases the eyes of customers.

In New Yorker, clothes of warm, cool, and neutral can be found. There is no specific color palette to attract customers. The overcrowded clothes with different colors lead to unattractiveness.

Store Interior

Studies have shown that interior design can influence up to 60% of a customers decision-making process when it comes to making a purchase (Norman & Steenkamp, 2005). Store layout, color, lighting, and even the type of furniture contributes to the interior perception.

H&M gives a free flow, highly spacious interior with warm white lights enhancing all the products. The light grey floors with similarly finished walls and the white ceiling highlight every product in the store. The hanging rails, tables and furniture at the cash registers complement the store interior. Products are displayed in a well-organized, visually pleasing manner to attract and engage the customers.

New Yorker is less spacious compared to H&M. The pathways throughout the store are narrower, which makes the products less visible. The darker floors, white ceiling, and walls along with warm yellow lights gives the store a bit of dullness. The lighting of the store doesnt reach every product in the store. Products arrangement is overcrowded and unorganized.

Packaging

Ahmed and Parmar (2014) found in their study that packaging could be treated as one of the most valuable tools in todays marketing communications. Appropriate and vivid pictures or packaging delivered customers a happy feeling.

The latest paper shopping bag of H&M that comes in a woody color speaks out the sustainability initiatives of H&M. The slogan on the bag Wear, Care, Recycle, protect written in different languages and the H&M logo in the center is an attractive tool for conveying they are responsible and sustainable.

The typical shopping bag of New Yorker is a black and white plastic bag that looks like a chessboard. The logo in the middle along with the chessboard design makes it recognizable and creative but plastic bag gives the image of not doing sustainable initiatives.

Advertisement

Instore advertisement in H&M is very limited with few displays of mannequins and model images at the entrance. During offers and sales, red colored posters can be seen at the at the entrance and in the space of sales in a minimal style.

New Yorker instore advertisement includes mannequin displays at the entrance and model images at the entrance and inside the store. There is also a digital ad screen at the cash register which grabs the attention. During the sales period yellow and black colored posters and price labels with yellow and red color are typically seen in the store

4.2.1.2 Other Sensory Elements

Table no. 1 : Instore Sensory Elements of H&M and New Yorker

SENSES	H&M	NEW YORKER
Sight	Employee Dress Code- Black tee	No Specific Dress code- Casual wear
Sound	-Plays Pop Indie Music in moderate volume -Voice of Staff- Casual and Friendly -No Signature Sound	-Plays Pop Music in Loud Volume -Voice of Staff- Polite and Formal - No Signature brand sound
Smell	Mild Aroma not Identifiable No Signature Scent	No Specific smell No signature Scent
Touch	-Clothes and accessories -No tactile screens	Clothes and accessories No tactile screen
Taste - Gustative	No instore caf No drinks or candies offered to customers	No instore caf No drinks or candies offered to customers
Taste - Aesthetic	Store environment, products, and colors contribute to overall aesthetic feel	No feeling of aesthetic

4.2.2 Quantitative findings

Saunders et al (2008) state that quantitative data consists of numerical information or data that can be measured to address research objectives. The survey questionnaire is used to gather quantitative data, which helps achieve the research goals and provide a comprehensive understanding of the subject.

4.2.2.1 Questionnaire Analysis

The final part of the primary research's findings includes a quantitative analysis of a questionnaire that was answered by respondents. The questionnaire form, which was sent to all respondents can be found in Annex No.1. The researcher has successfully gathered a grand total of 407 responses from the online questionnaire survey, which will be analyzed and presented in this chapter. The questionnaire is analyzed on a personal computer using Google Forms, a free service for designing, collecting, and analyzing data. Graphs and tables are utilized to visually display the findings and interpretations are documented.

Q 1. Have you ever heard of Sensory Marketing before?

This question aims to assess customer awareness regarding the topic and their objectivity when responding to the survey. 208 out of the 407 people surveyed (51.1%) are familiar with sensory marketing, while the remaining 199 participants (48.9%) have never heard of it. This suggests that nearly half of the customers are unaware of the methods used to captivate their senses. Consequently, fashion brands are not effectively communicating about it. This question will also determine if most customers are in favor of sensorial marketing and whether companies should promote these strategies.

Q 2. Which fashion brands do you usually shop at? (2 possible answers)

The results shows that respondents have a wide variety of fashion brand preferences. H&M is the top choice with 52.6%, followed by Zara with 30.2%, and New Yorker with 25.3%. Mango is favoured by 8.1% of the respondents, while 11.3% prefer luxury brands. Interestingly, 43.7% choose other brands, indicating that a significant portion of the audience is exploring options beyond the ones listed.

Q 3. What would make you want to enter a fashion store other than your purchase goal? Rank on a scale of 1-5.1 is most influential - 5 is least influential.

The survey results suggest that, among the listed factors, respondents consider visual elements, including the store's logo, product display, lighting, exterior, and colours, as the most influential (ranked 1) for entering a store. Tactile elements such as screens follow closely in importance, holding the second rank. The scent of the store takes the third position, indicating a moderate level of influence. Music played in the store holds the fourth rank, while snacks or drinks offered are perceived as the least influential, taking the fifth position. This ranking offers valuable information about how different sensory and environmental factors influence customer decision to enter a store.

Table no. 2: Ranking of Sensory Factors

Factors	Weighted Total	Weighted Average	Rank
The store's visual elements such as logo, product display, lighting, exterior, and colors.	977	2.400491	1
The scent of the store.	1156	2.840295	3
The music played in the store.	1176	2.889435	4
Tactile elements like screens and clothes.	1104	2.712531	2
Snacks or drinks offered.	1245	3.058968	5

Source: Own Calculation

Q 4. Is your decision to enter a fashion store ever influenced by the brand name and logo?

Among the 407 participants, a notable 51.6% (210 individuals) are influenced by the brand name and logo when they decide to go into a fashion store. A smaller percentage,56 respondents (13.8%) doesn't seem to be affected by these factors, but a considerable portion, 141 respondents (34.6%) fall into the "sometimes" category, which means that the brand name and logo have a varying impact on their decision-making process. This highlights the importance of brand name and logo in creating identity and attracting potential customers to fashion stores.

Q.5 Which statement aligns with your opinion or preference of logo for a fashion brand?

Survey results show an even distribution of colon preferences for fashion brand logos. Around 31.9% prefer warm tones like red, which they associate with excitement, passion, and energy. On the other hand, 32.7% prefer cool tones like blue, evoking trust, and calmness. The majority, comprising 35.4%, express a preference for neutral colours like black or white, that create feelings of power or purity. This diversity highlights the study of colour psychology and how colour associations in brand preferences are subjective.

Q 6. How important is the exterior appearance of a fashion store in forming your first impression and decision to enter?

The results suggest that the exterior appearance of a fashion store looks has a big impact on customers forming their first impression of a store and the decision to enter. 76.4% of respondents collectively think it is extremely important (35.1%) or very important (41.3%). 17.7% think it is moderately important, and only 3.4% consider it slightly important. Only a small percentage, just 3.4% of people think the exterior appearance is not important at all. Thus, the store exterior has a significant impact on how customers perceive the brand and make choices.

Q 7. Rank the importance of a fashion store exterior elements according to you on a scale of 1-5.1 is most important - 5 is least important.

The respondents' rankings provide insights into the perceived importance of various exterior elements in a fashion store. "Location and Visible store signage" have been rated as the most important (rank 1), suggesting that the convenience and visibility of the store play a primary role. "Window Displays" follows closely as the second most important factor, emphasizing the impact of visual presentation on attracting customers. "Store Lighting" is ranked third, indicating its significant but slightly lesser influence. "Welcoming open entrance" holds the fourth position, implying that while it is important, it may not be as critical as other elements. The "Color scheme of the store and products" is considered the least important, securing the fifth rank. This ranking provides valuable guidance for fashion retailers who are looking to enhance their exterior elements to create a more attractive and efficient store experience.

Table no. 3: Ranking of Exterior Elements

Factors	Weighted Total	Weighted Average	Rank
Location and Visible Store signage(logo)	975	2.395577	1
Welcoming open entrance	1053	2.587224	4
Window Displays	1028	2.525799	2
Store Lighting	1049	2.577396	3
Color scheme of the store and products	1063	2.611794	5

Q.8 Does a well-designed fashion store interior influence the amount of time you spend shopping and the purchase decision?

The results indicate that the design of a fashion store has a significant impact on the shopping experience and buying choices. A large percentage, 44.5% (181 respondents), consider it to have a strong influence and 49.4% (201 respondents) attribute a moderate level of influence to the interior design of the store. A small percentage, 6.1% (25 respondents), believes it has no influence. These findings highlight the significance of well-designed store interiors in enhancing the shopping duration and the final decision to make a purchase.

Q 9. Rank the importance of a fashion store interior elements according to you on a scale of 1-5.1 is most important - 5 is least important.

The rankings given by respondents reveal the importance of different interior elements in a fashion store. The top-ranked element is "Spacious store layout" (rank 1), indicating that customers prefer a comfortable and open shopping environment. "Product Arrangement & Mannequins" comes in second place, highlighting the significance of how items are presented in influencing the shopping experience. "Lighting and color scheme" closely follows in third place, showing their impact on the overall ambiance. "Interior painting of wall and ceiling" holds the fourth rank, suggesting that while it contributes to the atmosphere, it may be slightly less critical. "Furniture and other elements" are rated as the least important, securing the fifth rank. This ranking provides valuable insights for fashion retailers looking to enhance their store interiors for a more attractive and customer-friendly setting.

Table no. 4: Ranking of Interior Elements

Factors	Weighted Total	Weighted Average	Rank
Spacious store layout	974	2.39312	1
Interior painting of wall and ceiling.	1052	2.584767	4
Product Arrangement & Mannequins	999	2.454545	2
Lighting and color scheme	1040	2.555283	3
Furniture and other elements	1134	2.786241	5

Q 10. How important is the lighting in a fashion store to you?

The results highlight the significance of lighting in a fashion store, as a substantial 44.5% of respondents consider it "very important," and an additional 37.3% consider it "important." Only a small portion, 1.5% finds lighting "not very important," and 2% view it as "not important at all." The results complement the literature that good lighting is important in creating a pleasant shopping atmosphere and impacting how customers perceive a fashion store.

Q 11. What type of lighting do you find most appealing in a fashion store?

The findings indicate that most people, 46.9%, prefer soft and warm lighting when it comes to fashion stores. Bright and vibrant lighting is also appealing to 31% of respondents. A smaller portion of respondents ,15.7%, express a preference for natural daylight, while a few (6.4%) opt for spotlighting on specific displays. These results highlight the overall preference for cozy and inviting lighting in fashion stores, which contributes to a positive shopping experience.

Q.12 What is your color preference while shopping for fashion items?

The results show that people have different color preferences when shopping for fashion items. About 34.6% of respondents said their color preference changes depending on the specific item. Among the options given, cool colors such as green, blue, and purple were preferred by 23.6% of respondents, while neutral colors like brown, black, white, grey, and cream were favored by 23.3%. About 18.4% of respondents showed a preference for warm colors like red, orange, and yellow. These results show that color preferences in fashion shopping are unique to individuals and are influenced by personal taste and depends on the type of item.

Q 13. I prefer the fashion store where clothes displayed are:

The majority of respondents (309 respondents), that is 75.9%, express a strong preference for fashion stores where clothes displayed are well organized, and adequate. Only a relatively small percentage, 16.2% (66 respondents) prefer organized but crowded displays. A minority, constituting 7.9% (32 respondents), indicates that the product display doesn't matter to them. These findings indicate the importance of a tidy and well-arranged presentation of clothing in influencing the shopping experience.

Q 14. Does the design of the shopping bag influence your perception of the store's brand image?

The results show that most respondents, about 65.4%, think that the store's brand image is affected by the design of the shopping bag. On the other hand, 34.6% of respondents believe that the shopping bag design does not affect their perception of the brand. These results highlight the importance of small visual details like shopping bag design in shaping and strengthening the overall brand image for a significant number of consumers.

Q 15. What type of shopping bag do you prefer?

The survey results show a clear preference for sustainable options among the customers. 43% of participants favor paper bags, while 33.9% prefer reusable tote bags. Only 9.6% express a preference for plastic bags. Interestingly, 13.5% of respondents don't have a specific preference. These results indicate a growing trend towards eco-friendly shopping bag choices, reflecting increased environmental awareness among consumers.

Q 16. In a fashion store:

The results show that most respondents, 54.5%, prefer when employees in a fashion store have a professional image and follow a dress code. Another 30.5% also prefer well- groomed employees, but they don't think a dress code is necessary. A smaller group, 15%, doesn't think employee appearance or dress code is important. These findings highlight the significance of employee grooming and attire in influencing how customers perceive the store, with a clear preference for a polished and professional appearance.

Q 17. Do the instore advertisements (sale posters, model images, offers) have an influence on your purchase decision?

The results reveal that 50.4% of respondents are significantly influenced by in-store advertisements such as sale posters, model images, and offers when making purchase decisions. A smaller group of 30.5?knowledges that the influence varies and is sometimes effective. However, 19.2% of respondents state that in-store advertisements do not affect their purchase decisions. These results emphasize the importance of well-designed in-store promotions and visuals in attracting customer attention and influencing their buying preferences.

Q.18 Which brand do you find more attractive considering all the visual elements mentioned above?

According to the analysis, H&M is considered the most visually attractive fashion brand by the majority of respondents, accounting for 51.4%. The New Yorker, on the other hand, has a smaller appeal with 13.3%. Interestingly, 35.4% of respondents prefer other brands that were not specified. These findings indicate that H&M has a strong visual appeal, which can be attributed to its overall presentation and design elements in stores, advertising, packaging, and product displays. The presence of a significant "Others" category suggests that there are diverse visual preferences beyond the listed brands.

Q. 19 I prefer a fashion store that:

The survey shows that a significant majority of respondents, 47.4%, prefer moderate music volume in a fashion store. Another substantial portion, 39.8%, favors low-volume music, indicating a preference for a more subtle auditory experience. A smaller percentage, 7.6%, enjoy loud music, while only 5.2% prefer no music at all. These findings highlight the necessity of taking a balance in music volume to meet the varied preferences of customers in a fashion retail environment.

Q 20. Do you spend more time in a store if familiar music is played?

The analysis shows that a large number of respondents, specifically 163 individuals (40%), prefer to spend more time in a store when they hear familiar music. On the other hand, 144 respondents (35.4%) mentioned that familiar music doesn't affect the time they spend in a store. Moreover, 100 respondents (24.6%) fall into the "sometimes" category, indicating that the impact of familiar music on shopping duration varies. These results emphasize the potential positive impact of familiar music on customer engagement and the time spent in a retail setting, with a significant number of people acknowledging its effect.

Q 21. Does it make you more likely to buy something when a store employee greets and talks to you friendly?

Based on the survey results, it is clear that a warm greeting and friendly conversation with store employees can greatly increase the chances of customers making a purchase. More than half of the respondents, totaling 215 individuals (52.8%), state that these interactions make them more likely to buy something. However, there are also 98 respondents (24.1%) who claim that friendly interactions have no effect on their decision to make a purchase. Moreover, 94 respondents (23.1%) fall into the "maybe" category, indicating that the impact of friendly interactions on their purchasing decisions is uncertain. These findings highlight the importance of customer-staff interactions in shaping the overall shopping experience and influencing buying behavior.

Q 22. Are you able to identify a fashion brand on the basis of any sound, jingle, or music? If yes, name the brand.

According to the responses from 407 participants, it was found that 79.9% (325 respondents) of them were unable to recognize a fashion brand solely based on sound, jingle, or music. On the other hand, 20.1% (82 respondents) claimed that they could identify fashion brands through auditory cues. Adidas, Hollister, Levis, and Zara were among the few brands that the participants were able to recognize based on sound. This data indicates the incompetence of fashion brands to associate with specific auditory stimuli. Consequently, this highlights an area where brands could potentially enhance their audio branding or create sonic identity in order to achieve better recognition and association among customers.

Q 23. Which brand captures your attention more with its sound elements while shopping?

According to the analysis, H&M is the top brand in grabbing attention with its sound elements during shopping, according to 41% of respondents. New Yorker comes next with 14.7%, while 44.2% of respondents believe that other unspecified brands also possess this quality. This indicates that H&M has effectively incorporated impactful sound elements in its shopping experience compared to New Yorker, but there are also various other brands making an impact.

Q 24. How important is the presence of a distinct scent in a fashion store to your overall shopping experience?

The survey results indicate that the presence of a distinct scent in a fashion store holds varying degrees of importance in the overall shopping experience, emphasizing the significance of olfactory marketing. Nearly 23.8% of respondents find it extremely important, while a substantial 41.8% consider it important. This highlights the potential impact of olfactory cues in creating a memorable and immersive shopping environment. The 27.8% neutral response suggests that for some, scent may not be a significant factor, but only a small number of respondents 4.2% and 2.5% consider it unimportant or not important at all.

Q 25. In a fashion store, I prefer:

The survey results show diverse preferences regarding scents in a fashion store. A significant portion, 40.8%, prefers an identifiable and mild scent that can be recalled, indicating a desire for a subtle yet memorable olfactory experience.31.4% prioritize a pleasant smell, even if it's not identifiable or easily recallable, suggesting that the overall ambiance and positive sensory experience hold importance for this group. The smallest group, 27.8%, favours a distinct and powerful fragrance that can be remembered, suggesting a preference for a stronger and more memorable smell. The analysis highlights the significance of a positive olfactory experience for a significant number of customers.

Q 26. Do you prefer the idea of clothes having its own scent rather than a common store scent?

The survey findings show that 67.6% of participants favour the concept of clothes having their own (product specific scent) fragrance. This highlights the significant influence of olfactory marketing in the fashion sector. A large majority appreciates the idea of connecting scents with clothes, indicating an opportunity for brands to offer distinctive and unforgettable sensory experiences to their customers. This preference implies that personalized scents associated with clothing can be a powerful tool for strengthening brand identity (signature scent) and engaging customers through the sense of smell, ultimately enhancing the overall shopping experience.

Q 27. Are you able to associate any fashion brand to a specific scent? If yes, please name the brand.

The survey results from 407 respondents indicate that the majority, 83% (338 respondents), do not associate any specific scent with a fashion brand. However, 17% (69 respondents) claim the ability to make such associations. Respondents who said yes were able to link a particular scent to a few brands such as Adidas, Mark Spencer, Bata, and Superdry. This indicates the potential for brands to further explore and invest in creating distinct (signature scents) and memorable scents to strengthen brand recognition and enhance the overall customer shopping experience.

Q 28. Which of the following brands do you find appealing in terms of store scent?

The analysis shows that a large majority, 48.6%, likes the store scent of "Others," indicating a varied preference beyond H&M and New Yorker. H&M comes next with 39.1%, indicating a strong appeal in its store scent. However, the New Yorker falls behind with 12.3%, showing a lower preference for its current scent. This highlights the significance of developing an appealing and captivating store fragrance as part of the overall brand experience. Brands should think about investing in scent strategies that connect with their target audience to improve customer satisfaction and experience.

Q 29. How important is the ability to touch and feel fashion items in a store to your overall shopping experience?

The results indicate the significance of the tactile experience in fashion retail, as 44.2% of respondents consider the ability to touch and feel fashion items in a store as extremely important. A significant majority, 35.6%, believes that touch is "important" in the shopping experience. This shows that many people recognize the significance of tactile sensations when buying fashion items. The percentages for neutral (16%), not very important (2%), and not important at all (2.2%) are relatively low, indicating that consumers generally place great importance on the sense of touch while shopping, which impacts their overall experience.

Q 30. Rank the importance of touch elements that contribute to a positive shopping experience in a fashion store? 1 is most influential - 5 is least influential.

The rankings show how important touch elements are in creating a positive shopping experience in a fashion store. "Fabric texture" is ranked first, indicating that customers value the feel of the materials used in clothing. "Garment weight" is ranked second, highlighting the importance of the physical sensation of the products. "Fitting room experience" is ranked third, showing its role in enhancing the overall touch-based engagement. "Touchscreen displays" are ranked fourth, suggesting a moderate influence on the shopping experience. "Gestures like handshake or shoulder tap from employees" are ranked fifth and considered the least influential. This ranking provides valuable insights for retailers who want to improve the touch elements in their fashion stores for a better customer experience.

Table no. 5: Ranking of Touch Elements

Factors	Weighted Total	Weighted Average	Rank
Fabric texture	932	2.289926	1
Garment weight	1022	2.511057	2
Fitting room experience	1033	2.538084	3
Touchscreen displays	1131	2.77887	4
Gestures like handshake or shoulder tap from employees	1184	2.909091	5

Q 31. How does the availability of touchscreens or interactive displays in a fashion store impact your overall experience?

The survey findings indicate that 45.5% of the participants believe that having touchscreens or interactive displays in a fashion store can improve the shopping experience. On the other hand, 51.4% of the respondents have a neutral opinion, meaning that the presence of this technology doesn't significantly affect their shopping experience. Only a small percentage of 3.2% expressed a negative impact. Overall touchscreens and interactive displays are generally well-received in fashion retail environment.

Q 32. Do you believe that a handshake or any kind of act of touch by a store employee enhances your overall shopping experience?

The survey results show that people have different opinions on whether a handshake or any form of touch from a store employee improves the shopping experience. About 33.2% of respondents think it has a positive impact, while a slightly larger group of 43.7% has a negative viewpoint. 23.1% of the people who answered "Maybe" are uncertain or feel that it depends on the situation. These findings indicate that there is a complex range of opinions regarding the appropriateness and effectiveness of personal touch in retail interactions.

Q 33. Which of the following brands do you find appealing in terms of tactile (touch)experience?

Among the 407 respondents, H&M is considered as a brand that people find most appealing in terms of touch experience, with 37.3% of participants favouring it. On the other hand, New Yorker received the least preference at 15.2%. Interestingly, a significant portion of respondents, 47.4%, chose other brands. This indicates that H&M has a positive perception when it comes to the tactile aspects of their products, possibly because of factors like high- quality materials, attractive design, or overall sensory appeal as compared to New Yorker. It should be noted that there is a diverse range of brands contributing to positive tactile experiences other than H&M or New Yorker considering varied consumer preferences within the sample.

Q 34. How likely are you to be attracted to a fashion store that offers drinks or chocolates to customers while browsing the shop?

The responses show that a large number of respondents are interested in the idea of a fashion store offering drinks or chocolates while they browse. The total percentage of "Very Likely"(25.6%) and "Likely"(30.7%) responses is 56.3%, indicating a majority who are interested. Additionally, 32.7% of respondents remain neutral, suggesting a significant group with no strong objection or preference. The proportion of respondents who are reluctant, combining "Unlikely" and "Very Unlikely" responses at 11.1%, is relatively low. This suggests that providing complimentary drinks or chocolates in a fashion store could potentially improve the shopping experience and attract a considerable number of customers.

Q 35. Do you appreciate the idea of an in-store caf in a fashion store?

The analysis shows that a significant portion of participants, 50.9%, like the idea of having a caf inside a fashion store, as shown by the "Yes" answers. In contrast, 26% show disinterest by answering "No." There is another category with 23.1% of participants who are open to the idea, responding with "Maybe." Most participants support the concept of an in-store caf, indicating a potential opportunity for retailers and a positive effect on the customers shopping experience.

Q 36. Which of the following fashion brands has appealed to your overall aesthetic taste with their products, interior, and all other sensory elements.

The data shows that a significant portion of respondents, 43.2%, perceive other fashion brands, not explicitly mentioned in the options, as appealing to their overall aesthetic taste with consideration to products, interior, and other sensory elements. Among the provided options, H&M stands out with 40.8% of respondents recognizing its appeal, while the New Yorker received a comparatively lower percentage at 16%. This emphasizes the variety in personal preferences and the existence of other brands that strongly connect with people based on their senses and fulfil their aesthetic taste.

Q 37. How will you evaluate H&M as a brand in creating value and multi-sensory experiences for their customers.

H&M's brand evaluation shows that customers are generally satisfied with the value and multi-sensory experiences they provide. About 69% of customers collectively expressed satisfaction, with 22.6?ing very satisfied and 46.4% satisfied. A neutral response was given by 28% of respondents, indicating that they neither strongly endorse nor critique H&M's efforts in this area. Dissatisfaction is minimal, with only 1.5% expressing dissatisfaction or very dissatisfaction. Overall, H&M seems to have a positive reputation among customers when it comes to creating value and multi-sensory experiences.

Q 38. How will you evaluate New Yorker as a brand in creating value and multi-sensory experiences for their customers?

The evaluation of New Yorker as a brand in creating value and multi-sensory experiences for customers indicates a mixed response. While a notable 60.2% express satisfaction (22.6% very satisfied and 37.6% satisfied), there is a considerable segment of respondents at 34.9% who remain neutral. Dissatisfaction is relatively low, with 4.7% expressing dissatisfaction and a minimal 1.2% indicating very dissatisfaction. New Yorker appears to have a reasonably satisfied customer base in terms of value and multi-sensory experiences.

Q 39. Age

This question aimed to know the age group of the respondents. The analysis indicates a diverse age distribution among 407 respondents. The majority, comprising 47.2%, falls within the 18-25 age range, followed closely by the 26-35 age group with 40.1%. The 36-45 and 46- 55 age brackets represent smaller proportions at 8.8% and 3.4%, respectively. This suggests a higher concentration of younger participants, potentially influencing the survey's overall perspective.

Q 40. Gender

Among the 407 respondents, there is an equal distribution in terms of gender representation. Females make up a slightly larger portion, accounting for 50.4% (205 respondents) of the total respondents, while males make up 47.2% (192 respondents). Non- binary individuals make up a small percentage of 0.5% (2 respondents), and a few respondents of 1.9% (8 respondents) prefer not to disclose their gender. Overall, the survey seems to have achieved a good level of gender diversity, promoting inclusivity in the collected responses.

5 Suggestions and recommendations

The final chapter presents valuable suggestions and recommendations to the to the chosen companies, how they can enhance and optimize their sensory strategies. By implementing these suggestions, companies can create a more immersive and engaging sensory experience for their customers, ultimately leading to increased customer satisfaction.

5.1 Sight

As the visual elements were ranked first in Q.3, it can be inferred that visual elements hold the utmost significance as a sensory cue that impacts consumers, aside from their purchase objective. With 51.4% of individuals favouring H&M as the visually appealing brand, and considering the positive observations, it can be concluded that H&M's visual elements are satisfactory. However, one aspect that H&M lacks in their visual elements is related to packaging and instore advertisement. Since 65.4% respondents (Q.14) believe a shopping bag influence the brand image perception and 33.9% prefer reusable tote bags (Q.15), it would be a brilliant idea for H&M to incorporate trendy reusable shopping bags alongside their sustainable paper bags. H&M should consider incorporating video ads at the cash counter using a screen, as 50.4% of customers are influenced by in-store advertisements (Q.17). The brand can take inspiration from Reserved and New Yorker, who have successfully implemented this strategy.

Only 13.35% of respondents find the visual elements of the New Yorker brand appealing, which is not favourable for the brand. Although the exterior elements seem satisfactory based on observations, the interior elements are lacking according to the observation and survey results. Since 93.9% of respondents (Q.8) believe that the interior is influential, New Yorker should focus on improving its interior elements. The observation reveals that the store's lighting is dull, and the survey results indicate that 46.9% (Q.11) prefer soft and warm lights, while 31% prefer bright and vibrant lights. Therefore, finding a middle ground and enhancing the lighting to make it more efficient for all products is crucial. Opting for AGI lights, specifically Class A 3000-4500 K warm hue, would be the best choice as it matches well with all colours of clothes and offers a wide range of colour options. AGI lights also closely resemble how people perceive colours, making them suitable for colourful merchandise. According to 75.9% of respondents (Q.13), a well-organized and adequately arranged product display is preferred over a crowded one, as seen in the New Yorker store. Hence, the brand needs to rethink its merchandising approach by allocating more room for customers to move around and decreasing the amount of products that are overcrowding.

As 54.5% of respondents prefer employees with a dress code, establishing professionalism through employee dress code would be a great opportunity for the brand to enhance its image. Currently, no dress code was observed, so choosing a black colour for the dress code would be a better choice as it is associated with power and elegance, and it complements the brand's logo. The employees can either wear a casual tee or a formal shirt, depending on the brand's desired image.

Additionally, it is recommended to discontinue the use of the typical plastic shopping bag and instead offer either (Q.14) a paper bag (preferred by 43% of people) with a new design or trendy tote bags (preferred by 33.9% of people) while maintaining the current design.

5.2 Touch

The importance of touch or tactile elements in a fashion store was ranked second by the respondents, with 79.8% collectively considering it important (Q.29). The primary tactile content in H&M and New Yorker stores are their products, which include clothes and accessories. Both stores offer a wide range of clothes with different textures, fabrics, and weights. However, what they lack in the tactile aspect is interactive touch screens. Perhaps because of this factor, it is possible that 47.4% of the respondents (Q.33) find other brands appealing to their sense of touch. The adaptation of in-store technology should be a wake-up call for H&M and New Yorker, as 45.5% of respondents stated that touch screens or interactive displays improve the shopping experience. Following the example of Mark and Spencer and Tommy Hilfiger, both stores can consider implementing virtual in-store mirrors for try-ons or virtual fitting rooms. Additionally, touchscreens can be used in-store for product searches and easy checkout. Stores should strategically place interactive displays that allow customers to virtually try on clothes and explore distinctive styles, increasing engagement and driving purchases.

5.3 Smell

During the observation, it was not possible to identify any distinct scent from either of the stores. Considering that scents are ranked as the third most important sensory cue and 65.6% of respondents believe it is crucial for the overall shopping experience (Q.24), it is high time for H&M and New Yorker to reevaluate their scent strategy. A considerable portion, 40.8%, prefers a mild and identifiable aroma (Q.25). Therefore, a list of such aromas that are not overpowering and suitable for both genders is formulated for the stores in the Table No.

According to the survey results, it was discovered that 67.6% of the participants expressed a preference for clothes having a scent specific to the product(Q,26), rather than the ambient scent. Additionally, 83% of the participants were unable to associate a particular scent with a brand (Q.27), and 48.6% opted for other brands based on their appealing smell(28). These findings highlight the importance of developing a signature scent for both brands, as it can establish an emotional connection with customers. Product specific scent can be achieved through either spraying or using scented clothing tags. In addition to the ambient scent diffuser, reed sticks can be employed at the counter to establish a memorable and distinct aroma. Integrating scented elements into clothing tags, or bags, can strengthens the connection between customer and brand through sense of smell extending the sensory experience beyond the store.

Table no. 6: Proposed scent for H&M and New Yorker

FLORAL	The pleasant scent of flowers such as rose, jasmine, gardenia, blossoms, and violet can make a fashion store feel welcoming. These flowers have a wide range of fragrances, from pure to sweet, making them easily recognizable and able to create a gentle ambiance.
FRESH COTTON	The pleasant scent of fresh cotton creates a cozy atmosphere in stores and helps customers feel comfortable and peaceful. It blends the fragrances of night-blooming jasmine and white musk, enhancing the natural smell of new clothes which is best for H&M and New Yorker.

OZONIC	Ozonic fragrances are the ideal choice for clothing stores when it comes to creating a captivating and inviting atmosphere. These fragrances have the unique ability to infuse the air with a fresh and breezy ambiance, making customers feel as if they have stepped into a world of peace and relaxation.
FRUITY	Fruit-infused scents are vibrant, invigorating, and calming. Various options such as peach, apple, pear, plum, and apricot can be incorporated into a fashion store without overpowering the customers.

5.4 Hearing

The participants ranked auditory elements as the fourth most important sensory cue. It is crucial to ensure that the audio environment contributes positively to the overall ambiance of the store. Based on the results (Q.19), 47.4% of the participants prefer a moderate music volume, while 39.8% prefer a low volume. Therefore, brands should strive to find a balance between these preferences in order to avoid overwhelming the customers.

When it comes to appealing to the senses, only 41% of the participants chose H&M (Q.23). The observation findings reveal that the store primarily plays pop and indie songs. On the other hand, only 14.7% chose New Yorker, possibly due to their tendency to play pop music at a loud volume. However, the respondents expressed a preference for low or moderate volume. This indicates the need for a revised auditory strategy. Both brands should strive to incorporate a diverse range of music genres instead of solely focusing on one or two. Install audio systems with adjustable volume control, so employees can adapt the levels based on customer preferences, time of day, and store traffic. Since most of the respondents prefer moderate or low volume, create playlists that combine lively and calming music to cater to different customer tastes. H&M and New Yorker can create a playlist by blending various music genres mentioned below that are perfect for the stores and the target audience.

Table no. 7: Proposed Music Genre for H&M and New Yorker

Lounge	Mid-tempo Electronica or Lounge music is widely recognized for creating a welcoming atmosphere, especially if low or moderate volumes are preferred.
Current Hip Hop	Best for Youth-oriented brands. Popular athletic apparel brands such as Nike and Adidas incorporate hip hop music to create a trendy and energetic atmosphere in their retail stores.
Jazz	If the store wants to create a sophisticated and elegant atmosphere to cater to diverse target audience, Jazz is the best.
Contemporary Pop	Contemporary Pop is a genre that aims to attract a broad audience. Its best features include catchy songs, talented artists, and high-quality production, which can captivate and entertain listeners.

Source: Own Processing

It is important for H&M and New Yorker to promote friendly interactions by training their store employees. According to a survey, 52.8% of customers are more likely to make a purchase when greeted and engaged in conversation by an employee (Q.21). To achieve this, staff should be trained to provide warm greetings and engage in friendly conversations. Additionally, personalized greetings should be encouraged to make customers feel valued and establish a stronger connection.

Approximately 79.9% of people were unable to recognize a fashion store solely by its sound (Q.22), and around 44.2% of them prefer other brands when it comes to auditory appeal (Q.23). This highlights the need for H&M and New Yorker to establish a distinctive sonic identity. One way to achieve this is by creating a catchy jingle or music exclusively for their brands, which can be played in-store. Alternatively, a voice recording saying, "Welcome to H&M" or "Welcome to New Yorker" can be used, but it should have a unique sound that customers can easily associate with the respective brands.

5.5 Taste

In terms of sensory cues, taste was ranked last in a store. However, it was interesting to find that 56.3% of participants said they are likely to be attracted to a store offering drinks and chocolates, and 51.8% supported the idea of an in-store caf. This allows fashion stores to provide a five-dimensional experience by combining fashion and taste. As the second largest global retailer, H&M has the potential to set up an in-store caf concept. They can create a small area inside the store with cozy seating and dcor to serve coffee to customers. They can also give away drinks or chocolates as a token to customers upon entering or at checkout. For New Yorker, it is recommended to start with a temporary caf or occasional pop-up events to gauge customer interest and gather feedback. This allows for testing without committing to a permanent setup. If the caf idea proves successful and becomes a permanent part of the store, it is important to ensure that its design complements the overall look and theme of the fashion store, providing a seamless and integrated experience for customers. Additionally, New Yorker can give away free drinks and chocolates with their logo on them to help with brand awareness and identity.

Conclusion

Due to the growing desire for unique consumer experiences, sensory marketing has become a crucial element that distinguishes businesses. Sensory marketing is the optimal alternative to traditional marketing, as it offers a distinctive and captivating experience that captures the attention and curiosity of consumers. The study is focused on the field of sensory marketing in the fashion industry, an area where only limited studies have been made in the past. As a result, this study contributes to new insights into sensory marketing within the fashion industry.

The aim of this thesis was to analyse sensory marketing activities of a selected company, investigate its influence on consumer behaviour and propose how to optimise it. The study consisted of five chapters. The initial chapter presented a theoretical background and introduced the fundamental terms associated with sensory marketing. In the second chapter, the author summarized the industry and company profile by outlining their characteristics, history, and core business activities. The third chapter outlined the individual steps involved in the preparatory and implementation phases of the research, serving as a blueprint for conducting the study. The fourth chapter presented both secondary and primary analyses using quantitative and qualitative data. Lastly, in the fifth chapter, the author proposed optimization strategies for the company.

The latest trends in sensory marketing in the fashion industry were revealed through secondary analysis. Qualitative findings showed that H&M utilizes visual, auditory, and olfactory cues, in addition to tactile elements, while New Yorker focuses solely on visual and auditory practices. By using quantitative data, customer thoughts were assessed to understand how sensory cues impact behavior and purchasing choices. The survey administered to customers provided valuable insights that could be implemented in the field. The quantitative data indicated that sight is the most influential sense in fashion stores, followed by touch, smell, hearing, and taste. As a result, the researcher developed sensory proposals and recommendations benefiting the fashion stores.

The author suggested that H&M should optimize their packaging and in-store advertisements, while New Yorker should focus on optimizing their interior, packaging, and employee dress code. Both stores were advised to adapt to haptic in-store technology for a tactile experience. The author also recommended that both companies revise their scent strategies and introduce cents that are more suitable for their stores. Additionally, it was proposed that both stores create new playlists with different genres for a better auditory experience. Lastly, the author suggested the idea of having a caf and offering free drinks or chocolates as preferred by the respondents for a taste element.

Overall, customers welcome and highly appreciate sensory practices in stores, as demonstrated by the quantitative findings. The researcher strongly encourages fashion clothing brands to develop comprehensive strategies that appeal to all senses of customers to become five - dimensional. Additionally, the author recommends further research on this subject to enhance its validity and establish sensory marketing as a highly potent strategy for today's fashion retailers. Indeed, in a challenging economic environment with intense competition and increasingly demanding customers, sensory marketing emerges as a highly competitive solution.

A list of tables

Table no. 1: Instore Sensory Elements of H&M and New Yorker........................................... 48

Table no. 2: Ranking of Sensory Factors.................................................................................. 51

Table no. 3: Ranking of Exterior Elements.............................................................................. 54

Table no. 4: Ranking of Interior Elements............................................................................... 55

Table no. 5: Ranking of Touch Elements................................................................................. 68

Table no. 6: Proposed scent for H&M and New Yorker.......................................................... 80

Table no. 7: Proposed Music Genre for H&M and New Yorker.............................................. 8

A list of figures

Figure no. 1: Sensory Marketing Model..................................................................................... 6

Figure no. 2: Framework for multisensory shopping behavior................................................ 16

Figure no. 3: The multi-sensory experience and the five senses.............................................. 18

Figure no. 4: Consumer Brand Recognition............................................................................. 32

Figure no. 5: Logos of major Fashion Brands.......................................................................... 33

Figure no. 6: Brand Store X...................................................................................................... 34

Figure no. 7: Brand Two: Minds.............................................................................................. 34

Figure no. 8: Shopping Bag Trends.......................................................................................... 35

Figure no. 9: Global Shopping bag market share..................................................................... 36

Figure no. 10: Virtual Rail of Mark & Spencer........................................................................ 37

Figure no. 11: Tommy Hilfigers AR try-on and Window shopping....................................... 37

Figure no. 12: s.Olivers Digital Signage................................................................................. 39

Figure no. 13: Ralphs Coffee by Ralphs Lauren.................................................................... 40

Figure no. 14: In-store caf of Urban Outfitters....................................................................... 40

Figure no. 15: Abercrombie & Fitch........................................................................................ 42

Figure no. 16: Logo of H&M and New Yorker........................................................................ 43

Figure no. 17: Store Exterior.................................................................................................... 44

Figure no. 18: Product Colours................................................................................................. 45

Figure no. 19: Store Interior of H&M...................................................................................... 46

Figure no. 20: Store Interior of New Yorker............................................................................ 46

Figure no. 21: Shopping Bag of H&M and New Yorker......................................................... 47

Figure no. 22: Instore advertisements of H&M and NEW YORKER..................................... 48

Figure no. 23: Sensory Marketing Awareness.......................................................................... 50

Figure no. 24: Shopping Brand Preference.............................................................................. 50

Figure no. 25: Influencing Sensory Factors in Fashion Store.................................................. 51

Figure no. 26: Influence of Brand Name and Logo.................................................................. 52

Figure no. 27: Logo color Preference....................................................................................... 52

Figure no. 28: Importance of Store Exterior............................................................................. 53

Figure no. 29: Importance of Exterior Elements...................................................................... 54

Figure no. 30: Influence of Interior Elements.......................................................................... 55

Figure no. 31: Importance of Interior Elements....................................................................... 56

Figure no. 32: Importance of Lighting...................................................................................... 56

Figure no. 33: Lighting Preference in Stores............................................................................ 57

Figure no. 34: Color Preference in Shopping........................................................................... 57

Figure no. 35: Clothes Display Preference............................................................................... 58

Figure no. 36: Influence of Shopping Bag on Brand Image..................................................... 58

Figure no. 37: Shopping Bag Preference.................................................................................. 59

Figure no. 38: Preference of Employee appearance................................................................. 59

Figure no.39: Influence of Instore Advertisements................................................................. 60

Figure no. 40: Brand Appealing to Sense of Sight................................................................... 61

Figure no. 41: Instore Music Preference................................................................................... 61

Figure no. 42: Influence of Familiar Music in Time spent....................................................... 62

Figure no. 43: Influence of Store Employee............................................................................. 63

Figure no. 44: Sonic Brand Identity......................................................................................... 63

Figure no. 45: Brand Appealing to Sense of Hearing............................................................... 64

Figure no. 46: Importance of Scent in a fashion store.............................................................. 64

Figure no. 47: Scent Preference in Store.................................................................................. 65

Figure no. 48: Product Specific Scent Preference.................................................................... 66

Figure no. 49: Brand Signature Scent Identity......................................................................... 66

Figure no. 50: Brand Appealing to Sense of Smell.................................................................. 67

Figure no. 51: Importance of Touch......................................................................................... 68

Figure no. 52: Influence of Touch Elements............................................................................ 69

Figure no. 53: Impact of Touchscreen or Interactive Displays................................................. 69

Figure no. 54: Impact of Act of Touch by Employees............................................................. 70

Figure no. 55: Brand Appealing to Sense of Touch................................................................. 71

Figure no. 56: Likeliness to Visit a Store with Taste Experience............................................ 71

Figure no. 57: Instore Caf Preference..................................................................................... 72

Figure no. 58: Brand Appealing to Overall Aesthetic Taste.................................................... 73

Figure no. 59: Sensory Evaluation of H&M............................................................................ 73

Figure no. 60: Sensory Evaluation of New Yorker.................................................................. 74

Figure no. 61: Age Category of Respondents........................................................................... 75

Figure no. 62: Gender Category of Respondents...................................................................... 75

Figure no. 63: Proposed Visual (Sight) Elements for H&M.................................................... 76

Figure no. 64: Proposed Interior and Lighting for New Yorker............................................... 77

Figure no. 65: Proposed Employee Dress code for New Yorker.............................................. 78

Figure no. 66: Shopping Bag for New Yorker.......................................................................... 78

Figure no. 67: Proposed Instore Haptic Technology for H&M and New Yorker.................... 79

Figure no. 68: Proposed Instore Caf example for H&M and New Yorker............................. 83

Figure no. 69: Proposed Taste Strategies for H&M and New Yorker...................................... 83

A list of abbreviations

SM	Sensory Marketing
TM	Transactional Marketing
H&M	Hennis and Mauritz
A&F	Abercrombie and Fitcher

A list of annexes

Annexe no. 1 Questionnaire

Annexe no. 1 Questionnaire

Hello, wondering why you have been chosen?

I am trying to get some information from consumers in Czech Republic for my thesis paper, which is why you are the ideal fit. I appreciate how precious your time is and sincerely thankyou in advance for taking a few minutes to fill this questionnaire.

I would like to introduce you to my topic Sensory Marketing- Sensory marketing is a marketing strategy that appeals to the senses of sight, smell, hearing, touch, and taste to evoke a positive response in the consumer and thus guide purchasing decision.

1. Have you ever heard of Sensory Marketing before?
   
   
   1. Yes
   
   
   1. No
   
   
   

1. Which fashion brands do you usually shop at?
   
   
   1. H&M
   
   
   1. New Yorker
   
   
   1. Zara
   
   
   1. Mango
   
   
   1. Luxury brands
   
   
   1. Others
   
   
   

1. What would make you want to enter a fashion store other than your purchase goal? Rank on a scale of 1-5. 1 is most influetial -5 is least influential.
   
   
   1. The store's visual elements such as logo, product display, lighting, exterior, and
   
   
   1. The scent of the
   
   
   1. The music played in the
   
   
   1. Tactile elements like screens and
   
   
   1. Snacks or drinks
   
   
   

1. Is your decision to enter a fashion store ever influenced by the brand name and logo?
   
   
   1. Yes
   
   
   1. No
   
   
   1. sometimes
   
   
   

1. Which statement aligns with your opinion or preference of logo for a fashion brand?
   
   
   1. I prefer warm (red) tones for logos that evoke excitement, passion, and
   
   
   1. I prefer cool (blue) tones for logos because they evoke a sense of trust and
   
   
   1. I prefer neutral tones (black or white) logos that create feeling of power or
   
   
   

6. How important is the exterior appearance of a fashion store in forming your first impression and decision to enter?
   
   
   1. Extremely Important
   
   
   1. Very Important
   
   
   1. Moderately Important
   
   
   1. Slightly Important
   
   
   1. Not Important at all
   
   
   

6. Rank the importance of a fashion store exterior elements according to you on a scale of 1-5.1 is most important 5 is least important.
   
   
   1. Location and Visible Store signage(logo)
   
   
   1. Welcoming open entrance
   
   
   1. Window Displays
   
   
   1. Store Lighting
   
   
   1. Colour scheme of the store and products
   
   
   

6. Does a well-designed fashion store interior influence the amount of time you spend shopping and the purchase decision.
   
   
   1. Strong Influence
   
   
   1. Moderate Influence
   
   
   1. No influence
   
   
   

6. Rank the importance of a fashion store interior elements according to you on a scale of 1-5.1 is most important- 5 is least important.
   
   
   1. Spacious store layout
   
   
   1. Interior painting of wall and
   
   
   1. Product Arrangement & Mannequins
   
   
   1. Lighting and colour scheme
   
   
   1. Furniture and other elements
   
   
   

6. How important is the lighting in a fashion store to you?
   
   
   1. Very important
   
   
   1. Important
   
   
   1. Neutral
   
   
   1. Not very important
   
   
   1. Not important at all
   
   
   

6. What type of lighting do you find most appealing in a fashion store? (Choose up to 2)
   
   
   1. Bright and vibrant
   
   
   1. Soft and warm
   
   
   1. Natural daylight
   
   
   1. Spotlighting on specific displays
   
   
   

12. What is your colour preference while shopping for fashion items?
    
    
    1. Warm colours like red, orange, and yellow
    
    
    1. Cool colours like green, blue, and purple
    
    
    1. Neutral colours like brown, black, white, grey, and cream,
    
    
    1. It depends on the
    
    
    

12. I prefer the fashion store where clothes displayed are:
    
    
    1. Well organized and adequate
    
    
    1. Organized but
    
    
    1. Doesnt Matter to me
    
    
    

12. Does the design of the shopping bag influence your perception of the store's brand image?
    
    
    1. Yes
    
    
    1. No
    
    
    

12. What type of shopping bag do you prefer:
    
    
    1. Paper bags which are sustainable
    
    
    1. Plastic bags
    
    
    1. Reusable tote bags
    
    
    1. I dont have any
    
    
    

12. In a fashion store:
    
    
    1. I prefer well-groomed employees with a dress code as it creates an image of
    
    
    1. I prefer well-groomed employees with neat outfit, dress code doesnt
    
    
    1. I dont care about employee dress code or
    
    
    

12. Does the instore advertisements(sale posters, model images, offers) have an influence on your purchase decision.
    
    
    1. Yes
    
    
    1. No
    
    
    1. Sometimes
    
    
    

12. Which brand do you find more attractive considering all the visual elements mentioned above?
    
    
    1. H&M
    
    
    1. New Yorker
    
    
    1. Others
    
    
    

19. I prefer a fashion store that:
    
    
    1. Plays music loud
    
    
    1. Plays music in moderate
    
    
    1. Plays music in low
    
    
    1. Doesnt play
    
    
    

19. Do you spend more time in a store if a familiar music is played?
    
    
    1. Yes
    
    
    1. No
    
    
    1. Sometimes
    
    
    

19. Does it make you more likely to buy something when a store employee greets and talks to you friendly.
    
    
    1. Yes
    
    
    1. No
    
    
    1. Maybe
    
    
    

19. Are you able to identify a fashion brand on the basis of any sound, jingle or music. If yes, which brand?
    
    
    1. Yes
    
    
    1. No
    
    
    
    
    

19. Which brand captures your attention more with its sound elements while shopping?
    
    
    1. H&M
    
    
    1. New Yorker
    
    
    1. Others
    
    
    

19. How important is the presence of a distinct scent in a fashion store to your overall shopping experience?
    
    
    1. Extremely important
    
    
    1. Important
    
    
    1. Neutral
    
    
    1. Not very important
    
    
    1. Not important at all
    
    
    

19. In a fashion store, I prefer:
    
    
    1. Identifiable and strong scent that can be
    
    
    1. Identifiable and mild scent that can be
    
    
    1. There should be some sort of
    
    
    

26. Do you prefer the idea of clothes having its own scent rather than a common store scent?

1. Yes

1. No

27. Are you able to associate any brand to a specific scent? If yes, please
    
    
    1. Yes
    
    
    1. No c)
    
    
    

27. Which of the following brands do you find appealing in terms of store scent?
    
    
    1. H&M
    
    
    1. New Yorker
    
    
    1. Others
    
    
    

27. How important is the ability to touch and feel clothing items in a fashion store to your overall shopping experience?
    
    
    1. Extremely important
    
    
    1. Important
    
    
    1. Neutral
    
    
    1. Not very important
    
    
    1. Not important at all
    
    
    

27. Rank the importance of touch elements that contribute to a positive shopping experience in a fashion store on a scale of 1-5. 1 is most influential -5 is least influential.
    
    
    1. Fabric texture
    
    
    1. Garment weight
    
    
    1. Fitting room experience
    
    
    

27. How does the availability of touchscreens or interactive displays in a fashion store impact your overall experience?
    
    
    1. Positive impact
    
    
    1. Neutral
    
    
    1. Negative impact
    
    
    

27. Do you believe that a handshake or any kind act of touch by a store employee enhances your overall shopping experience?
    
    
    1. Yes
    
    
    1. No
    
    
    1. Sometimes
    
    
    

33. Which of the following brands do you find appealing in terms of tactile ?
    
    
    1. H&M
    
    
    1. New Yorker
    
    
    1. Others
    
    
    

33. How likely are you to be attracted to a fashion store that offers drinks or chocolates to customers while browsing the shop?
    
    
    1. Very likely
    
    
    1. Likely
    
    
    1. Neutral
    
    
    1. Unlikely
    
    
    

33. Do you appreciate the idea of instore caf in a fashion store?
    
    
    1. Yes
    
    
    1. No
    
    
    1. Maybe
    
    
    

33. Which of the following fashion brand has appealed to your overall aesthetic taste with their products, interior, and all other sensory elements.
    
    
    1. H&M
    
    
    1. New Yorker
    
    
    1. Others
    
    
    1. No Answer
    
    
    

33. How will you evaluate H&M as a brand in creating value and multi-sensory experiences for their customers.
    
    
    1. Very Satisfied
    
    
    1. Satisfied
    
    
    1. Neutral
    
    
    1. Dissatisfied
    
    
    1. Very Dissatisfied
    
    
    

33. How will you evaluate New Yorker as a brand in creating value and multi-sensory experiences for their customers.
    
    
    1. Very Satisfied
    
    
    1. Satisfied
    
    
    1. Neutral
    
    
    1. Dissatisfied
    
    
    1. Very Dissatisfied
    
    
    

39. Age
    
    
    1. Under 18
    
    
    1. 18-25
    
    
    1. 25-35
    
    
    1. 35-44
    
    
    1. 45+
    
    
    

39. Gender
    
    
    1. Male
    
    
    1. Female
    
    
    1. Non -Binary
    
    
    1. Prefer not to say