Sensory Approaches, Promotion Techniques and Presentation Techniques in Fashion Industry

Business Retail

FASHION INDUSTRY 1
Sensory approaches of marketing
Sound
The purpose of this approach is to produce the artistic response in customers. It is true that
sound can play the essential role in attracting the customers. In recent time, sensory
advertising requires that each brand find way for using sound in the branding efforts. For
example- In a wine store, the classical music tends to generate the high level of sales as
compare to the top-forty music (Yoganathan, sburg and Akhtar, 2019).
Smell
It is one of the effective approaches of sensory marketing as it is directly related with the
feelings of hunger and smell. It is also closely related with the memory of customers. It is
close evidence that proves that smell is able to affect the customers. In this way, the retailer
should properly examine marketing opportunities related with the fragrance. Several authors
stated that it not only affect the approach behaviour but also put impact on the processing of
message (Hultén, 2015).
Touch approach
Touch helps in contributing the positive customer’s responses for each of the product within
the acceptable range of quality. It has been seen customers check the quality of customers by
touching it. In this way, the essential quality attracts each customer to buy any specific
product.
Sight
Sight or looking of any product plays an essential role in attracting customers toward that
product. It is true that if all the products will be same then there will be no differentiation in
them. Therefore, making the product unique is the essential feature that attracts any customer

FASHION INDUSTRY 2
toward that. For example- Coca-Cola has found several ways to use the colour for promoting
its brand.
Audio
This approach is related to how marketer talks with the customer when he or she comes for
purchasing any product. It is one the effective way to attract any customer toward the
product.
2. Promotion Techniques
Low pricing strategy
The fashion company can promote their products in the market by keeping the prices of
product low. It can also provide the discount to the customers when they make shopping of
higher amount. It has been seen that the price of wearing clothes is high as per the image of
brand. Therefore, lower prices attract the large number of customers towards clothes.
Development of competitive advantage
Companies can define their competitive advantage that can prove to be the reason for buying
the products for customers. By gaining a competitive advantage, customers will enjoy making
purchase of your product as compare to other competitors.
Discount
Discounting is also a promotional technique which can be used by the company to promote
the products in the market. Watches and Jewellery are fashion products that are expensive in
terms of money. It is a fact that the demand for discounted products is more as compared to
the other products.