Samenvatting

This research report examines the influence of sensory marketing on the purchasing behavior of consumers in premium fashion retail. In the face of increasing digitalization and growing online trade, stationary fashion stores are faced with the challenge of creating emotional and differentiating shopping experiences. The research report analyzes how multisensory marketing can help to extend the length of stay in the store, strengthen emotional bonds and promote impulse purchases through the targeted use of sight, hearing, smell, touch and taste. With the help of a qualitative multi-method research design consisting of literature research, expert interviews, consumer surveys and observations in stationary retail, successful strategies are examined using the brands Scotch and Soda Lacoste and Stulz. The results show that the senses have a strong influence on the shopping experience and brand perception. Practical examples such as the Barfly fragrance from Scotch and Soda or the culinary offerings at Stulz demonstrate the effectiveness of sensory concepts in premium retail. The study concludes that sensory marketing should be a central element of the brand strategy in order to make stationary stores competitive in the long term. In addition, a practice-oriented guide for premium retailers was developed.