Sensory marketing in the fashion industry: music as a way to attract young customers (15~25 y.o.)
Methodology Pragmatism
1 Many factors impacting the
Theoretical stance
Interpretivism Research approach
Time frame
Longitudinal
Business theories
• retail lifecycle • Roger’s diffusion of innovation • Maslow’s hierarchy of needs
Mixed methods Being the place where online mobile £400m transactions are made
Being a point of collection for clickand-collect shoppers £1.1bn
Direct sales in-store £38.5bn Total store sales: £42.1bn
Figures are estimates for full year 2017, value of the store by 2017 from retail week report 2014
Music
on-line
Source: Kantar worldpanel, 2014
2 Because Millenials are so highly dependant on the technology and live in a virtual age, they are demanding for more physical interactions.
15-25 years old say they prefer to shop in-store
Keywords
Recommendations
Fashion in-store experience
Aims Results
future of retail sen sor y ma rke tin g
References
offline
France £23 £48 111 % industry, e.g. shoppers spending £42 312 % £10 U-K more on-line, are making the relevance of the physical store questionable, leading the way to the increasing number of store closure. Yet, the physical store still plays a wide role in the shopping experience as it was seen through the research.
Being a point of inspiration for shoppers who buy online £2.1bn
Methods
An analysis of the retail experience for fashion brands using music as a strategy to attract younger customers. Evaluating both online and offline use of music as a way to enhance customer arousal and engagement focusing on generation Y. The topic is of interest to the brick and mortar brands who wish to survive the online era.
AURELIE LACAMBRE N0595498
Findings
Epistemology
Inductive
Introduction
MA IFB
1. analysis of the external environment 2. evaluate how music is adding value to brands in the consumer’s mind 3. identify how music can be used as a marketing tool 4. explore new innovations relating to sounds
1. determine future trends in retail experience 2. produce an analysis of the benefits for brand image 3. assess the value of music strategy 4. determine the future innovations in the retail
1 the RFID magic mirror technology is a suggested way to
create in-store experiences combining music with digital innovation 2 the fitting room provides the right opportunity for more personalized service and atmosphere in the store so it should become a place where a customer can engage with a brand in an individualized manner 3 the in-store journey should not be all about digital but also physical with live shows or music/ brand related quizz and competitions 4 music should be a way to create a discussion with your customer. It is recommended to make that flow from the store to the on-line brand communications and to make sure you keep the relationship with your customer going with the use of follow on tools.
Millenials devices available at http://www.nanigans.com/2015/01/14/understanding-how-millennials-shop-online/ Music notes and vinyl, available at http://www.c-macredence.com/credences-vintage/465-vinyle-et-notes-de-musique.html Rebecca Minkoff’ New york store, available at: http://www.mcmillandoolittle.com/blog/wp-content/uploads/2015/03/RM1.jpg Value of the store by 2017, retail week report 2014 available at http://www.landsecuritiesretail.com/media/18900/fashion-insight-report-final.pdf Millenials crave sensory experiences, available at http://www.jwtintelligence.com/2013/01/data-point-constantly-connected-millennials-crave-sensory-experiences