A importância do marketing olfativo nas marcas de moda
: o caso Abercombie & Fitch

  • Teresa Maria do Carmo Vasconcelos de Brito (Student)

Student thesis: Master's Thesis

Abstract

Brands tend to include olfactory appeals in their communication with the aim ofawaking sensations and creating emotional relationships. Through the use of this type ofstrategies, brands intend to position themselves in the consumers' subconscious, in a directand pleasant way. This dissertation addresses this theme, with a special focus on fashionbrands. The purpose is to understand the importance of olfactory marketing for fashionbrands, based on the Case Study of one of the reference brands in this area: Abercrombie& Fitch.To develop the study, five exploratory interviews and a questionnaire survey with315 validated responses were chosen as methods of data collection. The interviews aimedto understand the consumers' view of the brand, the shopping experience, the use ofolfactory marketing, as well as the controversies with which it is associated and how theyinfluenced their perception of both the brand and the aroma. The survey, on the other hand,intended to give an answer to the central theme, as well as how to deepen the referredthemes, through a more significant and varied sample.After data collection, an analysis of categorical data from exploratory interviewswas used, in order to ascertain the main explanatory categories of the phenomenon understudy, as well as a descriptive and inferential analysis of the data collected through thequestionnaire.Through the results of the present investigation, it was possible to conclude thatmore than 97% of the respondents recognize that the aroma diffused in physical storesinfluences their feeling of belonging in relation to the brand. It was also possible toconclude that there is a strong aroma-brand association, created by Abercrombie &Fitch.Thus, it can be assumed that olfactory marketing strategies are an effective tool for fashionbrands, concerning effective and memorable communication about their values andpersonality.
Date of Award3 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAlexandre Duarte (Supervisor)

Keywords

  • Abercrombie & Fitch
  • Olfactory marketing
  • Brand building
  • Shopping experience
  • Fashion brands

Designation

  • Mestrado em Ciências da Comunicação

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