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In-Store Music in Fashion Stores

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Fashion & Music

Part of the book series: Springer Series in Fashion Business ((SSFB))

Abstract

The purpose of this paper is to identify the role of in-store music in the fashion retail environment and to describe music as an atmospheric building tool in order to influence customer behaviour with emotions created by musical compositions. As offline retailer try to differentiate their stores through shopping experiences, atmospherics like visuals, scent and sound are appropriate tools to reinforce brand image and therefore customers’ willingness to enter, explore and purchase. Music can be a powerful primary element in creating or enhancing sensory experiences of shoppers and serves as a powerful connection to emotions. Focus of the literature review lies on the emotions which are triggered though different musical characteristics and then affect the customer behaviour. The paper offers a concisely presented review and highlights crucial aspects on what role in-store music has on customers’ perception of atmosphere, emotions and behaviour.

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Authors and Affiliations

  1. School of Textiles and Design, Reutlingen University, Reutlingen, Germany

    Jochen Strähle & Ronja Hohls

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  1. Jochen Strähle
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  2. Ronja Hohls
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Correspondence to Ronja Hohls .

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Editors and Affiliations

  1. Reutlingen University, Reutlingen, Germany

    Jochen Strähle

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Strähle, J., Hohls, R. (2018). In-Store Music in Fashion Stores. In: Strähle, J. (eds) Fashion & Music. Springer Series in Fashion Business. Springer, Singapore. https://doi.org/10.1007/978-981-10-5637-6_5

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