A Model Study on Emotional Communication in a Mono-brand Fashion Store Application of the Lens Model in the Fashion Industry

The purpose of this paper is to propose a model that analyzes the visual efficiency of emotional communication from brand manager to consumers in a mono-brand fashion store. Before setting up the model, an investigation of relevant literatures in marketing and psychology was done in order to put forward a hypothesis of the model. Based on recommendations of the extant research, the scale used to measure emotional communication in this study mainly relied on measuring brand personality. Then, an empirical, statistical study was conducted of Tod's in China for verifying the feasibility of the emotional-communication model. The results show that the emotional-communication model works to explain the visual efficiency of emotional communication in a mono-brand fashion store; a set of regression equations of estimated expectation is also provided on both brand manager and consumers' part. This research has presented a new perspective on fashion brands and on managers, consumers, and brand stores as a single mechanism.