O branding sensorial como estratégia de fidelização de clientes em marcas de moda

Abstract

The focus of this paper is the importance of fashion brands to stimulate the consumers' five bodily senses in the aspects of contact with the brand and how this stimulus can be used as a marketing strategy essential for the final purchase decision. For better comprehension and knowledge of the subject, documentary research and survey research were carried out to verify the influence that the marketing strategy used can have on its target audience.