Inside the threeASFOUR fashion show at the Jewish Museum during Fashion Week, the first thing you noticed was the smell: a heavy, exotic perfume hanging in the air. As models walked the runway, the scent melded into the scene until it was as much a part of the show as the clothes.
From choosing just the right venue to choosing the perfect smell, nothing happens by accident in the production of a fashion show. Welcome to the heavily perfumed world of “scent branding.”
While scent branding isn’t confined to the fashion crowd — it’s also used in casinos, hotel chains, stadiums, clubs and retail — it’s become a particularly sexy way to brand fashion retail stores, events and parties. Smells, often custom-designed to the brand, are used to evoke a happy mood, causing the customer to linger, hopefully creating brand loyalty or at least a memorable experience. The scent is diffused through a small box that blows air, or in larger spaces may be pumped through an air- ventilation system.
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