Emotions and fashion: how garments induce feelings to the sensory system

Abstract

Emotional design is the concept of creating a design that evokes emotions, which results in pleasant user experiences. It is important because emotions influence decision-making and affect both our attention and memory. Although clothing has a direct impact on our mood and attitude, fashion is rarely given attention as an area where emotions play an important role in the design process. We have summarized the existing data on this topic using a secondary research method. This review aims to explore whether garments induce senses and sensory experiences, what is the importance of emotional branding and brand experience, and how fashion brands employ sense marketing. After a theoretical review of the literature, in the results section, we present a brief overview of evoking the senses with specific examples from the fashion industry. The findings of the review indicate that the relationship between emotions, senses and fashion can be seen through: the colour of the fabric (sense of sight), the store interior (sense of sight and touch), the scents in the store (sense of smell), the interaction between skin and fabric or touching the textiles (sense of touch), and finally the music in the store (sense of hearing).

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