Sensory Marketing in Creating a Clothing Brand : How can a clothing brand attract customers?

Abstract

The purpose of this thesis is to provide information which can be useful for beginners entering the business sphere of fashion and for designers who want to establish their own clothing brand. The research question of this thesis is ''How can a clothing brand attract customers?'' To get an answer to this question is extremely important in order to gain a meaningful competitive advantage in building a successful clothing brand.

To solve this problem the author determined the following research objectives: (1) to find necessary theoretical information from the marketing field, in particular, from branding and consumer behavior; (2) to conduct research by interviewing gurus in the sphere of design and marketing, and clothing brand owners, as well as conducting a survey among consumers to know their attitude towards shopping; (3) to analyze received data from the interview and the survey, and compare it to theory; (4) and on the basis of the researched information, give recommendations about how a clothing brand can attract customers.

Among the interview participants were John Boddy, who had a chance to work with Alexander McQueen, and Dr Michelle Lawrence, Professor of Fashion Marketing at Falmouth University, UK.

The research showed that a clothing brand should have an attractive website with an easy navigation system and customer service. The attractiveness of a clothing brand is hidden in its authenticity and can be created with the help of the sensory branding.