SENSORIAL
MARKETING AND VISUAL MERCHANDISING
The Fashion Marketing and Management students conducted an onsite visit to malls around Jakarta for their Sensorial Marketing and Visual Merchandising research. This field trip was an immersive journey and exploration to gain insights into how the fashion industry strategically employs sensory experiences and visual displays to captivate consumers and enhance brand identity.
The field trip took place in Ashta District 8 and Senayan City known for its fashion-forward culture. Students visited several flagship stores, boutique shops, and pop-up installations, each offering a unique perspective on sensorial marketing and visual merchandising, observing that leading fashion brands curated multi-sensory experiences to engage customers on various levels. From ambient music and carefully curated scents to tactile materials and interactive displays, every element was orchestrated to evoke emotions and forge memorable connections with the brand.
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Students had the opportunity to experience distinct brand identity and storytelling ethos. Through cohesive visual narratives, brands communicated their values, heritage, and unique selling propositions, thereby fostering brand loyalty and affinity among consumers.
