The psychology of advertising comprises many different elements such as the visual appeal and the message it stands for, but one of the most important elements to incorporate is the dimension of perception. Perception in advertising refers to the impression of a particular product or a service, which may not necessarily be factual or true, as it is implemented to influence a higher demand and sales of product.  In contrast to a product’s features and functions, which can be defined by research and statistics, perception is more ephemeral and impressionable.

One of the main components of observation associated to advertising is customer exposure; this refers to the frequency of an advertisement or product exposed to a customer. Apparel retailer Forever 21 is one of the biggest brands in the fast fashion industry that has been expanding over the years. Using the various marketing variables influencing customer perception, the brand has kept itself relevant to its customers and influenced sales throughout. With over 480 stores around the world, it has a powerful hold and connection with the youth retail market through the company branding.

Due to high competition in the fashion market, brands are continuously looking for new methods to engage with their customers through the physical store. By applying an understanding of multi-sensory approach to the fashion sector, we look at the contribution of the sensory branding in achieving sales and customer perception:

VISION:

Sight is the most noticeable sense for perception. According to studies carried out by Montecchi, customers are frustrated when stores are too busy or if they cant see the directions to the right sections. For Forever 21 external window displays are as important as interior displays, but studies state that customers respond more to interior displays, specifically the “styling of mannequins”. Lighting inside the store can is also be an important factor as it could alter with the colours of the clothing products and focus on certain products that need to be highlighted.

Their adventurous and edgy clothing items highlighted through the mannequins, producing of-the–moment clothing pieces keeps them trend-focused rather than brand-focused. “They aren’t anything specific and that’s what sells”.  Customers walk into the store knowing they will be seeing something new everyday.

SMELL:

It is one of the most powerful senses, which are not really utilised by most fashion retailers. Smell can radiate perception by identifying if a store is “cheap” or sophisticated. Most customers may identify a store with a particular scent, and a research by Montecchi proves that customers stay longer in a store if it smells good. Because Forever 21 focuses on short shopping-time to generate impulsive buys, they do not really focus on sensory approach of smell.

SOUND:

In most mass market retailers, sound is reported as being quite negative, stating that the music is “too loud”. It’s important to choose the right kind of music to set the mood for the customers and also stay on brand. Forever 21 plays loud, fast-paced music, which rushes customers into buying their products, thus decreasing their shopping-time. The reason behind this conscious decision made by the brand is to appeal to a younger customer base, as the older generation is sensitive to loud sounds. Another benefit is the stimulation of impulsive purchase decisions, which is influenced by the fast-paced music. Thus it is important to choose the right kind of music as it can positively influence the behaviour in-store.

TOUCH:

Through this sensory element, one can identify if a product is well made. This particular sector of products requires customers to touch an item, to associate themselves with the quality of a product. Forever 21 does not produce the best-quality clothing items but that’s because they cater to a customer group who aren’t concerned about the longevity of items and don’t want to have the financial commitment. By having trial rooms across the stores and displaying their products in an accessible manner, the store encourages customers to try-on and feel the items, thus exercising an endowment effect. Most of their clothing items have the same quality as Target or Walmart but what sets them apart is the perception that it specialises in fashion, it sells high-end clothing at a reasonable price as opposed to bargain clothing. The brand also delivers higher-quality products like leather shoes, which may give the impression of a value perception to targeted customers who are willing to spend more.

Reference:

Montecchi, M. (2016). Review of “The Handbook of Research on Global Fashion Management and Merchandising” by Alessandra Vecchi and Chitra Buckley Hershey, PA: IGI Global, 2016, 862 pp. ISBN: 9781522501107. List price: $ 268.00. Hardcover. Journal of Global Marketing, 29(4), pp.247-248.

S Solomon, M., Russell-Bennet, R. and Previte, J. (2018). Consumer behaviour. 4th ed. P.Ed Australia.