Technologies of Emotional Impact on Consumers in Brand-Communications (on the Example of the Fashion Market)

Due to the abundance of offers on the fashion market, the issue of differentiation is extremely acute. All brands want to stand out and win the attention of consumers and the most effective way is to influence the emotions of consumers. The main purpose of this study is to analyze the technologies of the emotional impact of fashion brands that contribute to the differentiation and emotional involvement of consumers. The first chapter discusses various tools of brand communications, the concept of IMC, the theory of differential emotions of K. Isard, emotional branding, as well as technologies of emotional impact on the consumer. The second chapter of the work is devoted to the analysis of the fashion market and the compilation of a database of cases of emotional impact on consumers and the analysis of brand communications Levi’s, Diesel and Calvin Klein. The third chapter analyzes the results of a study conducted by the online survey method, as well as an in-depth interview with the experiment implemented in them. Based on the obtained results, recommendations are given on the practical use of emotional impact on consumers.