О том, как я покупала шмотки под действием музыки Ramonas в Стокгольме и о том, как новый бренд H&M - Monki реализует супер-продвинутую аудио-стратугию.
Рефлексия на английском, потому что это часть фэйсбучного обсуждения кейса. но имеется и небольшая преамбула на русском:
В октябре впервые зашла в новый магазин Monki в Стокгольме, там играла песенка Ramonas. Я купила две вещи и успокоилась. А сегодня Наташа Дударева присылает мне ссылку на сайт Monki http://www.monki.com и я начинаю понимать, что компания-то занимается серьезно аудио-брендингом под самым моим носом! И, главное, что на мне этот аудио-брендинг сработал на все 100.
Ну в общем, вот:
This is a perfect case, which could become a tutorial in audio branding. It is about how to build a strong youth fashion brand and how to design the stores, which can sell by themselves.
So, let’s clear up what do they do.
In a nutshell, they build the brand image on music, which embodies and communicates youth identity. The best old school rock’n’roll, pop, hip-hop and electronic tracks, mixed by DJs from all over the world, make you find yourself in a right place, when you enter the store. This music mixture is totally consistent with the wide preferences of youth audience, which is a brand’s target one.
This “fit” is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. Music says something essential and unique about your brand that goes beyond expectations for the product class. It is essential for brand differentiation. Brand-music fit reinforces consumer’s expectations of the brand's position. Such reinforcement provides a pleasant experience and strengthens brand image as well as consumer–brand relationship.
From my own experience of visiting Monki for the first time (it was in Stockholm in October 2012): you totally plunge into the atmosphere of international youth culture and start to search for some clothes. And, of course, you find and buy them. By the way, I bought skirt and leather jacket:)) It was our last day in Stockholm, we were tired and in a hurry, but still, I bought 2 items.. Why?! I also remembered (only now), that when we entered the shop the Ramonas song "I don't want to be buried in a pet cemetery" was on))) I like Ramonas so much - it explains everything! :))
I believe, it happened, partly, due to the influence of this in-store brand-music fit on the psycho-physiological condition of customers. This influence leads to the enhancement of buying behavior. The effects of in-store music, which corresponds the preferences of the brand’s target audience on shopper behavior were already discovered and studied in 90s and comprise the following regularities:
In-store music shortens the perceived time, spent in the store
In-store music facilitates the increase of consumer’s activity and vitality.
In-store music leads to the increase in time spent in the store
In-store music leads to the increase of money, spent on purchases
By the way, on Saturdays and Sundays Monki’s DJs play life in the stores.
What is even more essential in Monki’s case is how they prolong brand-consumer interaction with the help of music. After the experience of visiting the store, you can find the site of brand and learn everything about the music, playing during this month in Monki stores. What is even more pleasant – you can listen to all this music! FOR FREE!!!
All in all, Monki brand offers us a web-source, which helps to navigate across the world of modern music and enjoy it in a pretty easy and convenient way! For sure, these efforts will be repaid.
Рефлексия на английском, потому что это часть фэйсбучного обсуждения кейса. но имеется и небольшая преамбула на русском:
В октябре впервые зашла в новый магазин Monki в Стокгольме, там играла песенка Ramonas. Я купила две вещи и успокоилась. А сегодня Наташа Дударева присылает мне ссылку на сайт Monki http://www.monki.com и я начинаю понимать, что компания-то занимается серьезно аудио-брендингом под самым моим носом! И, главное, что на мне этот аудио-брендинг сработал на все 100.
Ну в общем, вот:
This is a perfect case, which could become a tutorial in audio branding. It is about how to build a strong youth fashion brand and how to design the stores, which can sell by themselves.
So, let’s clear up what do they do.
In a nutshell, they build the brand image on music, which embodies and communicates youth identity. The best old school rock’n’roll, pop, hip-hop and electronic tracks, mixed by DJs from all over the world, make you find yourself in a right place, when you enter the store. This music mixture is totally consistent with the wide preferences of youth audience, which is a brand’s target one.
This “fit” is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. Music says something essential and unique about your brand that goes beyond expectations for the product class. It is essential for brand differentiation. Brand-music fit reinforces consumer’s expectations of the brand's position. Such reinforcement provides a pleasant experience and strengthens brand image as well as consumer–brand relationship.
From my own experience of visiting Monki for the first time (it was in Stockholm in October 2012): you totally plunge into the atmosphere of international youth culture and start to search for some clothes. And, of course, you find and buy them. By the way, I bought skirt and leather jacket:)) It was our last day in Stockholm, we were tired and in a hurry, but still, I bought 2 items.. Why?! I also remembered (only now), that when we entered the shop the Ramonas song "I don't want to be buried in a pet cemetery" was on))) I like Ramonas so much - it explains everything! :))
I believe, it happened, partly, due to the influence of this in-store brand-music fit on the psycho-physiological condition of customers. This influence leads to the enhancement of buying behavior. The effects of in-store music, which corresponds the preferences of the brand’s target audience on shopper behavior were already discovered and studied in 90s and comprise the following regularities:
In-store music shortens the perceived time, spent in the store
In-store music facilitates the increase of consumer’s activity and vitality.
In-store music leads to the increase in time spent in the store
In-store music leads to the increase of money, spent on purchases
By the way, on Saturdays and Sundays Monki’s DJs play life in the stores.
What is even more essential in Monki’s case is how they prolong brand-consumer interaction with the help of music. After the experience of visiting the store, you can find the site of brand and learn everything about the music, playing during this month in Monki stores. What is even more pleasant – you can listen to all this music! FOR FREE!!!
All in all, Monki brand offers us a web-source, which helps to navigate across the world of modern music and enjoy it in a pretty easy and convenient way! For sure, these efforts will be repaid.
О том, как я покупала шмотки под действием музыки Ramonas в Стокгольме и о том, как новый бренд H&M - Monki реализует супер-продвинутую аудио-стратугию.
Рефлексия на английском, потому что это часть фэйсбучного обсуждения кейса. но имеется и небольшая преамбула на русском:
В октябре впервые зашла в новый магазин Monki в Стокгольме, там играла песенка Ramonas. Я купила две вещи и успокоилась. А сегодня Наташа Дударева присылает мне ссылку на сайт Monki http://www.monki.com и я начинаю понимать, что компания-то занимается серьезно аудио-брендингом под самым моим носом! И, главное, что на мне этот аудио-брендинг сработал на все 100.
Ну в общем, вот:
This is a perfect case, which could become a tutorial in audio branding. It is about how to build a strong youth fashion brand and how to design the stores, which can sell by themselves.
So, let’s clear up what do they do.
In a nutshell, they build the brand image on music, which embodies and communicates youth identity. The best old school rock’n’roll, pop, hip-hop and electronic tracks, mixed by DJs from all over the world, make you find yourself in a right place, when you enter the store. This music mixture is totally consistent with the wide preferences of youth audience, which is a brand’s target one.
This “fit” is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. Music says something essential and unique about your brand that goes beyond expectations for the product class. It is essential for brand differentiation. Brand-music fit reinforces consumer’s expectations of the brand's position. Such reinforcement provides a pleasant experience and strengthens brand image as well as consumer–brand relationship.
From my own experience of visiting Monki for the first time (it was in Stockholm in October 2012): you totally plunge into the atmosphere of international youth culture and start to search for some clothes. And, of course, you find and buy them. By the way, I bought skirt and leather jacket:)) It was our last day in Stockholm, we were tired and in a hurry, but still, I bought 2 items.. Why?! I also remembered (only now), that when we entered the shop the Ramonas song "I don't want to be buried in a pet cemetery" was on))) I like Ramonas so much - it explains everything! :))
I believe, it happened, partly, due to the influence of this in-store brand-music fit on the psycho-physiological condition of customers. This influence leads to the enhancement of buying behavior. The effects of in-store music, which corresponds the preferences of the brand’s target audience on shopper behavior were already discovered and studied in 90s and comprise the following regularities:
In-store music shortens the perceived time, spent in the store
In-store music facilitates the increase of consumer’s activity and vitality.
In-store music leads to the increase in time spent in the store
In-store music leads to the increase of money, spent on purchases
By the way, on Saturdays and Sundays Monki’s DJs play life in the stores.
What is even more essential in Monki’s case is how they prolong brand-consumer interaction with the help of music. After the experience of visiting the store, you can find the site of brand and learn everything about the music, playing during this month in Monki stores. What is even more pleasant – you can listen to all this music! FOR FREE!!!
All in all, Monki brand offers us a web-source, which helps to navigate across the world of modern music and enjoy it in a pretty easy and convenient way! For sure, these efforts will be repaid.
Рефлексия на английском, потому что это часть фэйсбучного обсуждения кейса. но имеется и небольшая преамбула на русском:
В октябре впервые зашла в новый магазин Monki в Стокгольме, там играла песенка Ramonas. Я купила две вещи и успокоилась. А сегодня Наташа Дударева присылает мне ссылку на сайт Monki http://www.monki.com и я начинаю понимать, что компания-то занимается серьезно аудио-брендингом под самым моим носом! И, главное, что на мне этот аудио-брендинг сработал на все 100.
Ну в общем, вот:
This is a perfect case, which could become a tutorial in audio branding. It is about how to build a strong youth fashion brand and how to design the stores, which can sell by themselves.
So, let’s clear up what do they do.
In a nutshell, they build the brand image on music, which embodies and communicates youth identity. The best old school rock’n’roll, pop, hip-hop and electronic tracks, mixed by DJs from all over the world, make you find yourself in a right place, when you enter the store. This music mixture is totally consistent with the wide preferences of youth audience, which is a brand’s target one.
This “fit” is particularly important for stores wishing to attract new consumers without prior brand experience or knowledge because these consumers view music as an important signaling cue to the brand's position, image and quality. Music says something essential and unique about your brand that goes beyond expectations for the product class. It is essential for brand differentiation. Brand-music fit reinforces consumer’s expectations of the brand's position. Such reinforcement provides a pleasant experience and strengthens brand image as well as consumer–brand relationship.
From my own experience of visiting Monki for the first time (it was in Stockholm in October 2012): you totally plunge into the atmosphere of international youth culture and start to search for some clothes. And, of course, you find and buy them. By the way, I bought skirt and leather jacket:)) It was our last day in Stockholm, we were tired and in a hurry, but still, I bought 2 items.. Why?! I also remembered (only now), that when we entered the shop the Ramonas song "I don't want to be buried in a pet cemetery" was on))) I like Ramonas so much - it explains everything! :))
I believe, it happened, partly, due to the influence of this in-store brand-music fit on the psycho-physiological condition of customers. This influence leads to the enhancement of buying behavior. The effects of in-store music, which corresponds the preferences of the brand’s target audience on shopper behavior were already discovered and studied in 90s and comprise the following regularities:
In-store music shortens the perceived time, spent in the store
In-store music facilitates the increase of consumer’s activity and vitality.
In-store music leads to the increase in time spent in the store
In-store music leads to the increase of money, spent on purchases
By the way, on Saturdays and Sundays Monki’s DJs play life in the stores.
What is even more essential in Monki’s case is how they prolong brand-consumer interaction with the help of music. After the experience of visiting the store, you can find the site of brand and learn everything about the music, playing during this month in Monki stores. What is even more pleasant – you can listen to all this music! FOR FREE!!!
All in all, Monki brand offers us a web-source, which helps to navigate across the world of modern music and enjoy it in a pretty easy and convenient way! For sure, these efforts will be repaid.
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