The construction of an odour brand for children clothing

• Autor(es): Abreu, Maria José Araújo Marques ; Pinto, Hinayana
• Data: 2011
• Identificador Persistente: http://hdl.handle.net/1822/15157
• Origem: RepositóriUM - Universidade do Minho
• Assunto(s): Odour brand; Children clothing; Perception; Senses
• Tipo de Documento: Documento de conferência
• Idioma: Inglês

Descrição

ISBN 978-2-7466-2858 This research present the construction of an odour brand for a children clothing brand. Therefore, this study had the goal to verify the acceptance of an odour brand by children’s and based on this data´s, conceive an odour brand for this specific brand. The author’s analysed the children´s perception through inquiries to discover the adequate scent to apply on the children´s garment, having in consideration the concept of the brand. The results were based on inquiries realised in store environment. The survey was conducted in two phases, with two groups of children with ages between 7 and 10 years and another group from 11 to 14 years. These groups comprised children of both genders. The results of this research show that the garments and advertising material finished with the selected odours in the first part of this study has positive acceptation by the target audience. We also determine an odour brand for the studied brand and it was found that they have a specific odour that differentiates them from other clothing brands. Finally, we built a R & D procedure for the creation of an odour brand, applicable to any market segment that pretend to use a personalised odour.