In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers’ evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand. 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.

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情感品牌在消费者心中说话：时尚品牌

在这个竞争激烈的市场中，时尚品牌努力将自己与越来越冷漠的消费者区分开。为了提高竞争力，时尚零售商采用情感品牌作为吸引客户的一种方式，以应对消费者寻求与品牌建立情感关系的日益增长的趋势。尽管诸如产品属性，特征和事实之类的品牌技术可能难以忘怀，但个人感受和体验会更好地影响消费者对品牌的评价。这项研究说明了为什么在动荡的市场中制定品牌策略时，情感品牌至关重要，尤其是对于时尚品牌而言。支持这些策略的趋势包括消费者对积极体验的渴望，表达真诚的自我，通过帮助他人获得温暖的光芒，并与品牌共同创作设计或想法。我们为情感品牌战略提出了一个模型，该模型侧重于感官品牌，故事讲述，原因品牌和授权。我们为每种策略提供的案例研究描述了时尚品牌如何通过情感品牌吸引顾客。