Sensory marketing in the women’s fashion sector: The smell of the shops in Madrid

Abstract

Smell is one of the most powerful senses and one that best connects emotionally with individuals. For these reasons, large companies are using scent marketing techniques in order to create better and more memorable experiences for consumers while adding value to their products and services. Given the growing importance of scent marketing, our work focuses on studying the use of this technique in three female fashion chain stores in Madrid, Spain, and how it impacts their olfactory environments. Qualitative and quantitative techniques were used to measure the importance and experiences of young women regarding aromas within the stores and in their vicinities.