RAZONES PARA LA EMOCIÓN EN EL CONSUMO DE MODA

Fashion consumption seems to be linked to emotion due to diverse causes: the kind of product that tends to be tried; the space carefully designed where the product is located; the special customer service in the buying process; the social impact of the brand ambassadors that act as opinion leaders; and the spectacular nature of the media coverage in this industry. The main aim of this article is to know the reasons why fashion brand links emotionally, giving an emotional identity to the fashion brand. For this purpose, firstly it has been conducted a literature review of the concept brand identity, brand image and positioning. Secondly, research comprehends a literature review of the concept of emotion -sensorial or affective emotion mostly-, studied the relationship between emotion and senses and described the role of senses in buying fashion. Thirdly, it has been described the role of senses in buying fashion. The conclusions generate some reasons to explain the link between emotion and fashion consumption: clothes are more visible and constitute a multisensory product; the industry is very competitive and focuses the origin of emotional shopping, where fashion styles are changing; and finally the nature of the store atmosphere influences psychologically.