Have you ever noticed certain types of music in clothing stores? Ever wondered why you don't hear some genres when shopping? Well, there is a reason for that.
How much do you love fashion? Fashion and music mould together effortlessly like thread on miraculous fabric.
Through each movement of the needle, notes and melodies are bound to the delicate material, making the finishing product a true work of art.
If you are a fashionista like myself, then you are already aware of the fulfilling feeling of entering a clothing store to produce serious damage to one’s bank account.
Not only does the latest trends and amazing sales entice shoppers globally, but it is also the music played in various clothing stores that plays an influential role in a trendsetter’s purchasing decision.
If we were to walk into any Zara at this given moment, we would be bombarded by the edgy sounds of alternative pop, hip hop, and electronic music’s offspring.
As the music is rhythmic and loud, heavy relations to sensory neuromarketing comes into play.
Sensory Neuromarketing
According to HowLifeUnfolds.com, sensory neuromarketing surrounds a business’s usage of the five senses to create a prominent interaction between the customer and product.
A company may believe that a sensory reaction will strengthen the customer’s connection to the brand. ExploringYourMind.com, further explains that sensory neuromarketing is a science that feeds and applies the knowledge of the neurobiology of the senses.
Specifically, how does music influence clothing stores?
As music is a vital part of the human experience, it can deepen the understanding that music influences our mood along with many other parts of our daily life, which can influence our buying decisions.
Companies and brands utilise distinct music genres because the type of music stimulates buying impulsiveness. Swedish multinational clothing retail company H&M has been known for its fast-fashion catering to men, women, children, and an important audience, teenagers.
As teenagers embody more of an impulsive nature, H&Ms allows the customer to experience fast up-tempo music, played at high volume upon arriving into the trendy store.
However, how does this musical incorporation influence our experience of H&M?
Turn Up the Volume!
ExploringYourMind.com explains that this is done by limiting one’s self-control, influencing one’s emotions and state of mind, which then reacts in buying impulsively.
Loud music can typically overload one’s senses and overwhelmingly make one think less when making decisions.
With limited room to think or meditate, the sounds of loud music overpower the attentional cognitive system, saturating the ability to think more clearly.
Music Gives Us Good Vibes!
Loud music is not the only kind of music being played at clothing stores. For clothing stores geared toward an older (more sophisticated) audience, music would be softly produced with sounds of calming musical melodies which would influence the older shopper’s purchasing decisions.
Overall, the adaptation of music choice depends solely on the type of client paired with the type of clothing.
As impulsiveness plays a critical role in buying decisions, music also creates a pleasant sensory experience while immersing customers into their brand (store).
As music is conducted effortlessly in the background, customers feel good when they shop, which creates more of a reason to spend money, if not more.
Additionally, positive long-term impressions in association with the store music choices, entice the customers to come back, which leads to more loyal customers.
Music’s incorporation in clothing stores does not come with just positive notions. These distinct and calculated approaches to engage customers to buy products may indeed put us in a negative headspace.
As neuromarketing investigates sensory perception while analysing the stimulation of buying decisions, customers may feel manipulated and controlled.
This notion would persuade them not to engage in purchasing through various clothing stores.
I never really gave music’s power much thought in correlation to the buying decision of clothing. Indeed, the atmosphere is important for me to fulfil my fashionable needs, however, is truly not a deciding factor.
As a musician, the music actually distracts me completely, as I end up not getting anything, as I fall head over heels for the sounds playing out of the speaker.
In conversation with other varying musicians, similar circumstances presented high numbers, as this could indicate that musicians may not be hypnotized by the purchasing efforts of clothing in these situations.
If these developments send a chill down your fashionable spine, it may be important to learn how to be responsible in your purchasing decisions. Do not fall under the tragic spell of marketing!
In conclusion, some call it manipulation. Others will call it another powerful factor of musical art.
Music’s relationship with our lives intertwines many things, including advertising.
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