Reasons for emotion in fashion consumption

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Published: Dec 15, 2016
DOI: https://doi.org/10.15178/va.2016.137.57-77
Keywords:
fashion, emotions, senses, consumers, identity, atmosphere, retail.

Main Article Content

Carmen Llovet Rodríguez
Associate Professor. College of Arts and Sciences. New York Institute of Technology.

Abstract

Fashion consumption seems to be linked to emotion due to diverse causes: the kind of product that tends to be tried; the space carefully designed where the product is located; the special customer service in the buying process; the social impact of the brand ambassadors that act as opinion leaders; and the spectacular nature of the media coverage in this industry. The main aim of this article is to know the reasons why fashion brand links emotionally, giving an emotional identity to the fashion brand. For this purpose, firstly it has been conducted a literature review of the concept brand identity, brand image and positioning. Secondly, research comprehends a literature review of the concept of emotion –sensorial or affective emotion mostly-, studied the relationship between emotion and senses and described the role of senses in buying fashion. Thirdly, it has been described the role of senses in buying fashion. The conclusions generate some reasons to explain the link between emotion and fashion consumption: clothes are more visible and constitute a multisensory product; the industry is very competitive and focuses the origin of emotional shopping, where fashion styles are changing; and finally the nature of the store atmosphere influences psychologically.

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How to Cite
Llovet Rodríguez, Carmen. 2016. “Reasons for Emotion in Fashion Consumption”. Vivat Academia. Journal of Communication, no. 137 (December):57-77. https://doi.org/10.15178/va.2016.137.57-77.
Issue
Issue 137 - December 2016 / 15 March 2017 - Year XIX
Section
Research Articles
Author Biography

Carmen Llovet Rodríguez, Associate Professor. College of Arts and Sciences. New York Institute of Technology.

Rodriguez Carmen Llovet: Professor Doctor of International Communication at the University of Navarra. Associate Professor in College of Arts and Sciences. New York Institute of Technology. She was Visiting Scholar at the College of Mass Communication and Media Arts, Southern Illinois University. She made a stay of pre doctoral research at Glasgow Caledonian University. She has worked in academic journals (International Journal of the image, Mediterranean Journal of Communication), books (EUNSA) and International conferences (Global Fashion -Ghent Conference, Brussels, Creative Cities -UCM, Madrid). Her work D.E.A. titled The visual merchandising as a communication tool for fashion brands (UCM, 2010) has met since its publication in September 2013 over 6,700 downloads from 10, Ibero-American and Anglosaxon countries. She has been for eight years Professor of Public Relations and Social Responsibility of the Enterprise and Degree Coordinator at CES Villanueva (UCM). As for divulging works, he has collaborated with statements on his thesis in the report Strategies to create desire (and multiply sales) in SModa-El País and has written about twenty articles for the section of Culture and Fashion in Aceprensa, a news agency specializing in the analysis of trend, currents of thought and lifestyles.

http://orcid.org/0000-0002-7743-9332

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