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Article summary:

1. Fashion brands are using emotional branding to engage consumers: In a highly competitive market, fashion brands are struggling to differentiate themselves and capture the attention of increasingly apathetic consumers. To address this challenge, fashion retailers are employing emotional branding strategies to appeal to consumers' needs, aspirations, dreams, and ego. Emotional branding creates strong brand attachments between consumers and brands by focusing on personal feelings and experiences rather than product attributes.

2. Emotional branding leads to brand loyalty and increased sales: Emotional branding is crucial in developing brand loyalty, which is characterized as a long-term, committed, and affect-laden partnership between consumers and brands. Increased loyalty driven by emotional branding ultimately leads to higher sales. Emotionally connected consumers are more valuable to a brand than those who are just satisfied. Therefore, emotionally attached consumers represent a highly profitable market segment for fashion brands.

3. Fashion is an ideal industry for emotional branding: Fashion has traditionally been associated with experiential, symbolic, or hedonic products. As such, emotional branding is likely a vital approach for fashion brands to directly speak to their target audience. Consumers seek positive experiences, express their authentic selves through fashion choices, derive satisfaction from helping others through cause-related marketing efforts, and desire opportunities for co-creation with the brand in terms of design or ideas.

Overall, this article highlights the importance of emotional branding for fashion brands in capturing consumer attention and fostering brand loyalty in a volatile marketplace.