Custom fragrances are the hot thing in fashion, boutiques and even arenas like Barclays Center

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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