Sensory Marketing, Promotion, and Presentation in the Fashion Industry

This report explores various strategies for enhancing business within the fashion retail industry. It delves into sensory marketing approaches, including the use of sound, smell, touch, sight, and audio to attract customers and create positive brand associations. Promotion techniques such as low pricing, competitive advantage development, discounting, advertising, and social media marketing are examined for their effectiveness in boosting sales. Furthermore, the report discusses ways to improve presentation techniques in fashion stores, emphasizing the importance of color displays, signage, and product grouping to create engaging customer experiences. Finally, it addresses methods for motivating staff and resolving conflicts within the workplace, highlighting the significance of communication, trust, employee investment, and inclusive decision-making processes. Desklib provides access to this and many other solved assignments for students.

Business Retail

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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

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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.

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Advertisement
An advertisement is the best promotional technique which is used by the companies to
promote their products. The fashion company also has to adopt this technique to boost the
sale of their products. The company can explain the prices, quality and the many features in
order to promote the products through television, radio, banners and many others.
Social Media
Social Media is also a tool to advertise the product which can also be used to interact with the
customer. The company can advertise their product through posting the pictures on media
with the promotional offers such as free sample, coupon code and many others (Sullivan,
2018).
Characteristic of fashion products
Fashion product characteristics are added with the each product. The basic characteristics of
fashion product are their colour (blue, black, green), size (S, M, and L), and fashion line.
3. Ways to improve Presentation Techniques in fashion stores
Display colours
It is true that colours play an essential role in attracting customers. It is rightly said that
people mostly recall the colour over any product or object. The stores can use different
colours display to make the store attractive for customers. Bold colours catch the eye and
darker colours create a stark contrast. For example- green and blue colours are calming while
orange as well as red colour is considered to be arousing. Therefore, while displaying, errors
of bad colour combination is required to consider.
Play with Signage

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Signage means directional, promotional and informational. It is true that small visual cues
can easily help the customers to reach the store. When sales teams are interacting with other
customers, signage is an effective source of information that can be given to customers. This
method improves the presentation of fashion product stores.
Tell a story with Product Grouping
It is a traditional method of presenting the products in fashion stores. It is true that customer
get attracted by the way, shopkeepers group products on the display. The sale team member
of the company has to develop a story that includes the group of products.
For example- In bakery shop, the inner baker can place the intricate cakes along with the mix
of cake as well as cake servers. All the items can be grouped based on the combination of
colours (Bianchi, 2016).
4. How to motivate staff and resolve conflict
There are various ways to improve the motivation of staff at workplace. The first way is to
communicate in a better way. A frequent face-to-face communication always motivates the
staff to work better. Another best way to motivate employees is showing trust in the staff. By
demonstrating the faith in abilities, staff members also give their cent percent to improve
productivity. Besides this, investing in employees is another way of motivating employees.
This includes mentoring program, providing career opportunities and tuition reimbursement.
Inclusion of employees in decision-making is also one such way to motivating the employees
at workplace ( Noe, Hollenbeck, Gerhart & Wright, 2017).
Organization can effectively resolve the conflict through several strategies. The best way to
resolve conflict is to talk with both concerned parties regarding the matter. Another way to
resolve conflict is teaching staff to appreciate the differences. At this, implementation of

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diversity program will be beneficial. Besides this, it can also plan of all the problems that are
causing conflict. Development of proper plan to work on each of the conflict can also resolve
the conflict. Focusing on behaviour of employees rather than personalities is also one such
way to remove the conflicts.

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References
Bianchi, J. (2016) 6 Visual Merchandising Tricks to Increase Your Sales Per Square Foot.
[online] Available from: https://www.shopify.in/retail/6-visual-merchandising-tricks-to-
boost-your-sales-per-square-foot [Accessed 26/2/19].
Hultén, B. (2015) Sensory marketing: Theoretical and empirical grounds. United Kingdom:
Routledge.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017) Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Sullivan, M. (2018) 7 Ways to Boost Your Small Business’ Sales on a Tight Budget. [online]
Available from: https://quickbooks.intuit.com/r/selling/7-ways-to-boost-your-small-business-
sales-on-a-tight-budget/ [Accessed 26/2/19].
Yoganathan, V., Osburg, V.S. and Akhtar, P. (2019) Sensory stimulation for sensible
consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business
Research, 96, pp.386-396.