As opposed to information such as product attributes, features, and facts, personal feelings and experiences better shape consumers’ evaluations of brands (Jenkins and Molesworth 2017 Schmitt 2009 Zukin and Maguire 2004).
Although brand technicalities may be unmemorable, consumers do not forget how a brand makes them feel. This branding strategy addresses the growing trend of consumers’ seeking emotional relationships with a brand. To address this need, retailers employ emotional branding as a way to engage their customers, appealing to their needs, aspirations, dreams, and ego (Acharya 2018). In this retail environment, fashion brands need to develop new strategies to grab consumers’ attention by speaking to their hearts. Moreover, customer loyalty is at its lowest levels due to lack of product diversity and high brand switching (Kusek 2016). Even with contemporary strategies, such as employing online platforms like Amazon and social media, fashion brands often suffer from stagnant sales. As press and department stores no longer dictate fashion sales, e-commerce has democratized fashion industry competition. In an ever-changing and highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers (Clark 2017). The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. Trends that support a need for these strategies include consumers’ desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand.
This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers’ evaluations of brands. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Social media marketing for brick and mortar retailers can be very effective when used correctly.In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers.
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You will find the greatest social media marketing success by being a part of your customer’s conversations, providing your customers with the kind of excellent service online that they have come to expect offline and finding ways to showcase your customer’s experiences on your own social media profiles. Your customers are on social media and as a brick & mortar store, it is important that you take advantage of all that social media marketing has to offer, not only as a marketing tool but also as a means to build and develop relationships with your customers and to monitor your brands reputation. Social Media Marketing for Brick & Mortar Retailers Here is a helpful infographic with some great suggestions to get your brick & mortar store successfully using social media marketing. get insights into the customer experience.
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