Emotional branding speaks to consumers’ heart: the case of fashion brands

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Metrics details Abstract In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding. Introduction In an ever-changing and highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers Clark As press and department stores no longer dictate fashion sales, e-commerce has democratized fashion industry competition. Even with contemporary strategies, such as employing online platforms like Amazon and social media, fashion brands often suffer from stagnant sales. Moreover, customer loyalty is at its lowest levels due to lack of product diversity and high brand switching Kusek

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