Contribución del perfil emocional del consumidor de moda a la comunicación de la marca

Abstract

Brands are especially interested in improve the relations to their customers that bring value. The profile of the current consumer, particularly in need of emotion, is viewed as advantageous for fashion consumption. It is an industry that aims to fulfill diverse expectations due to the symbolic meaning of textile consumption: to define self; to live an experience; to make up for the time wasted because of the saturation, to enjoy and to follow fashion trends. The objective of this paper is to analyze the characteristics of the emotional consumer that impulse fashion consumption. The methodology applied is the literature review. There can be considered among the conclusions three factors that could explain the link between emotional consumption and fashion consumption: to buy fashion is viewed as a leisure experience; consumer motivations are hedonic; and consumers are particularly influenced by psychological reasons, especially, when it comes to perceive the store image. The store as a point of clothes sale became a powerful communication tool of the store image that links emotionally with a type of consumer that likes to go shopping