Scent Marketing: Research on the Applicability of Sensuality in Offline Fashion Retail Stores

DOI

10.2991/aebmr.k.220603.104How to use a DOI?

Keywords

Scent marketing; Fashion retail; consumer behaviour; service quality; brand

Abstract

In recent years, marketers are becoming more aware of the potential impact that smell may play a significant role in distinguishing brands in the marketplace. An increasing number of fashion retailers are engaging with scent marketing in their fashion retail stores. The purpose of this study is to present the applicability of scent marketing in fashion retail stores. It also seeks to provide an overview of consumer and fashion retail perspectives. The paper is built on the works of literature from the field of fashion retail marketing and consumer purchasing behaviour, covering the period between 2005 and 2021. The results confirm the application of scent marketing in luxury fashion retail stores has a better performance than using in fast-fashion retail stores.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Wenjun Gu
PY  - 2022
DA  - 2022/07/01
TI  - Scent Marketing: Research on the Applicability of Sensuality in Offline Fashion Retail Stores
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 649
EP  - 653
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.104
DO  - 10.2991/aebmr.k.220603.104
ID  - Gu2022
ER  -