Application of sensory marketing techniques in fashion shops: the case of Zara and Stradivarius

Main Article Content

Pedro Pablo Marín Dueñas
Diego Gómez-Carmona

Abstract

The growing importance of online shopping portals compared to physical retail makes it necessary to develop strategies at the point of sale to continue to go there to buy. In this sense, one of the big differences (if not the strongest point) between the physical shop and the online store is the physical experience of being able to touch and feel the product. The shop should not only be understood as a point of sale but should also be configured as a space in which to live experiences. Moreover, it is integrated within the trade marketing strategy, where the senses' marketing takes on particular relevance. Based on this premise, this research focuses on the study of sensory marketing used by the fashion shops of the Inditex group Stradivarius and ZARA and, more specifically, on how they apply these techniques in their shops, from the point of view of smell, hearing, sight, and touch. To carry out the analyses, the content analysis methodology will be applied.  The results show that these establishments actively apply sensory marketing techniques, being present in all the shops to improve the shopping experience for consumers.

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How to Cite
Marín Dueñas, Pedro Pablo, and Diego Gómez-Carmona. 2021. “Application of sensory marketing techniques in fashion shops: the case of Zara and Stradivarius”. Vivat Academia. Journal of Communication 155 (September):17-32. https://doi.org/10.15178/va.2022.155.e1392.
Section
Neuromarketing y análisis del comportamiento
Author Biographies

Pedro Pablo Marín Dueñas, Universidad de Cádiz

Ph.D. in Social Sciences from the Universidad de Cádiz. Assistant Professor in the Department of Marketing and Communication, in the Faculty of Social Sciences and Communication of the Universidad de Cádiz, he is the coordinator of the Degree in Marketing and Market Research and the double Degree in Marketing and Market Research and Tourism of the Universidad de Cádiz. He is a research member of the University Research Institute for Sustainable Social Development and Director of the University Radio INDESS Media Radio. His main line of research is communication in organizations, with more than 40 publications both in high-impact journals (JCR, SJR, ESCI) and in editorials indexed in the SPI.

Diego Gómez-Carmona, Universidad de Cádiz

Ph.D. in Economic and Business Sciences from the Universidad de Granada. Interim Substitute Professor in the Department of Marketing and Communication, in the Faculty of Social Sciences and Communication of the Universidad de Cádiz. He is a research member of the University Research Institute for Sustainable Social Development and is part of the INDESS Research Commission. His main line of research is consumer neuroscience. His most recent works have appeared in journals indexed in JCR, such as Physiology & Behavior or DYNA, and have been presented at international conferences such as AEMARK or the Hispanic- Lusitanian Congress of Scientific Management.

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