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Investigating the Sensorial Marketing Methods in UK Clothing Retail Sector

机译：调查英国服装零售部门的感官营销方法

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It is essential to understand the customers’ sensory stimulation in the store’s environment. All the five senses of humans in which hearing, sight, touch, taste and smell are included play a very imperative role in human experiences and are associated with the human emotions and memories. In the clothing sector, the sensory experiences not only draw the attention of customers, but also stimulate positive, strong and distinctive feeling across all the human senses. Interior furnishings and fixtures, lighting, music, store’s temperature, fragrance in the store and display layout of the stores are the multiple sensory cues that are found in this case. All these cues play a vital role in arranging the inner side of the stores. In this study, the case study of New Look is selected. It was the only fashion store in the UK and with the passage of time; it has become one of the famous and leading fashion brand. New Look is a fashion brand that is using the most sophisticated sensorial marketing strategies in order to attract the customers. The researcher used survey method in this research and the questionnaire is utilised as a data collection tool. The research is quantitative in nature; hence the quantitative data is collected by administering a questionnaire to the targeted population that is the customers of the New Look store in the UK. The research’s main purpose is to assess their concerns about sensorial marketing and also to evaluate the consumers’ behaviour. The researcher is has administered the questionnaire by a web link for Facebook and also by Google.docs which is a free service to develop, gather, collect and analyse data. The findings provide significant and appropriate data which is supported by several theories in the literature. Based on the results of the primary research the following two findings are evident: (1) sensorial marketing is not much adoptive technique in the fashion retail sector as it does not use sensorial marketing techniques in order to attract consumers (2) the techniques of sensorial marketing are not only efficient for clothing sector, but also considered as a key success factor for this sector.
机译：了解客户在商店环境中的感官刺激至关重要。包括听觉，视觉，触觉，味觉和嗅觉在内的所有五种人类感官在人类体验中起着至关重要的作用，并与人类的情感和记忆相关联。在服装领域，感官体验不仅会引起顾客的注意，而且会在所有人类感官上激发积极，强烈和独特的感觉。在这种情况下，室内装饰和固定装置，照明，音乐，商店的温度，商店的香气和商店的陈列布置都是多种感官提示。所有这些提示在安排商店的内部方面起着至关重要的作用。在本研究中，选择了“新外观”的案例研究。随着时间的流逝，它是英国唯一的时装商店。它已成为著名和领先的时尚品牌之一。 New Look是一个时尚品牌，使用最先进的感官营销策略来吸引客户。研究人员在这项研究中使用了调查方法，而问卷被用作数据收集工具。研究本质上是定量的;因此，通过向目标人群（英国New Look商店的客户）进行问卷调查来收集定量数据。这项研究的主要目的是评估他们对感官营销的担忧，并评估消费者的行为。研究人员已经通过Facebook的网络链接以及Google.docs来管理问卷，Google.docs是一项免费服务，可以开发，收集，收集和分析数据。这些发现提供了重要而适当的数据，这些数据得到了文献中几种理论的支持。根据初步研究的结果，以下两个发现是显而易见的：（1）感官营销在时尚零售领域不是很多采用技术，因为它不使用感官营销技术来吸引消费者（2）感官技术营销不仅对服装行业有效，而且被认为是该行业成功的关键因素。

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