Brand Experience and Its Role in Fashion Retailing

Today’s retail environment is challenging owing to price pressures, presence of e-commerce players and increased price transparency for the consumers rendering traditional marketing techniques ineffective. The retailers therefore need to differentiate themselves using personalized approaches by creating unique brand experiences for the consumers enabling them to remember the brand, fostering brand relationship and brand loyalty in return. Brand experience therefore refers to the emotions, cognitions and behavioural responses evoked by brand-related stimuli, which are part of brands, design, identity, packaging communications and environment. This chapter therefore addresses the need of brand experience in a fashion retail scenario and how retailers can build the right sensory, affective, intellectual, behavioural and relational brand experiences by creating the right store atmosphere, generating arousal and motivating the consumers through brand interaction, influencing consumer’s purchase motivation and brand loyalty in return.