For example, if brand strategies are considered non-authentic or manipulative, they can risk a disgrace or a boycott of the consumer. In this regard, examining market trends from positive and negative perspectives can provide a broader approach to brand strategies to ensure long-term success in this rapidly changing and consumer-driven market. Another solution to reduce consumer attention and loyalty is to establish an emotional bond between a brand and its customers through the goal . Causes of the brand, or cause of marketing, is a strategy that allows consumers to make reasoned purchases to change social problems other than personal benefits . Chanel contains recurring black and white colors as brand recognition in all its channels .
Since Thomas Burberry founded the Burberry brand in 1865, his company has been known for its high-quality raincoats and signature plaid raincoats. In 2006, Angela Ahrendts, CEO of Burberry, led the company through massive revitalization of the brand and rediscovered the brand’s history that focuses on its iconic trend layer and moments in history . The trench coat is essential to communicate the authenticity and quality of how to start an online fashion store the brand. For example, Shackleton wore Burberry’s trench coat in Antarctica, and Lord Kitchener took him to Africa during the First World War. Heritage is central to the brand’s history, as told on social media and an augmented reality app aimed at millennials. Burberry also uses RFID chips that convert mirrors in its stores into displays to involve customers in its brand history (Rose 2015; Straker and Wrigley 2016).
Functional value emphasizes the basic value that customers expect when they buy a brand on a commodity or retail brand because of the underlying promise of quality, reliability and trust. Most fast fashion companies outsource the production of their products, generally to manufacturers in developing countries, and some have not been too strict to monitor their subcontractors, nor transparent about their supply chain. This led critics to accuse fast fashion of being based on poor working conditions, low wages and other offensive and exploitative practices. Because clothing is manufactured abroad, it is also believed that fast fashion contributes to a decline in the American clothing industry.
Fashion is by nature an emotional product that meets the needs and wishes of consumers. Therefore, it is imperative that fashion brands use emotional brand strategies to reach their target customers with messages that appeal to their hearts. Retail technology further improves the sensory experiences under fashion brands. These retail technologies appeal to newer, technology-filled generations who want useful and unique experiences. The following cases illustrate some of the most successful sensory brand retailers.
Co-creation through content marketing is in many media, including magazines, newsletters, blog posts, videos, webinars, podcasts and websites . In particular, the blog content reflects people’s stories about their experiences, beliefs and attitudes and generally places images and videos . H&M has a new brand “Nyden”, which benefits from the concept of co-creation. The business model of this brand uses the contribution of netocrats, technologically intelligent influential people who share their experiences and lifestyle with others, in the production of a design . Whether it’s an e-commerce company, a store or any other fashion industry sector, reviews are important!
To this end, we define emotional branding as a brand strategy that stimulates the affective state of consumers and appeals to their feelings with the aim of increasing consumer loyalty to the brand. In addition, we argue that emotional branding is an essential strategic practice, especially for fashion brands, in a brutal shopping environment. As Morrison and Frederick suggested, creating emotional brand experiences and managing emotional brand strategies requires an integrated approach. First, we explore market trends that support the emotional brand defined by consumer experiences, the authentic self, warm shine and co-creation. Secondly, we propose a model for emotional brand strategies that are relevant to the fashion industry in the field of sensory branding, storytelling, cause marking and empowerment.