The Flavoring Challenge – Take a cue from Pierre Cardin

How do you distinguish your brand from hundreds of others? How do you increase sales? How do you gain a competitive advantage? Finally, how do you build and retain a loyal customer base?

Accentuate expressiveness and uniqueness

A differentiation study published by the Australasian Marketing Journal in 2007 provides answers to these questions. Quality and unique, distinctive themes are key, as they enhance brand visibility in a competitive environment. This makes it easier for customers to:

• they notice,
• they recognize,
• associate,
• they remember,
• they buy the brand.

Aromatize the surroundings

According to a study by Hasselt University , scenting the environment helps brands emerge victorious in competition with numerous competitors. Pleasant scents positively influence consumers' emotional responses, evaluations, and intentions to revisit the store. Scenting the environment is an inexpensive and effective way to positively influence consumer behavior.

Become successful like Pierre Cardin

Pierre Cardin, one of the most sought-after, exclusive men's clothing brands, has implemented scent marketing solutions. In one of its Turkish stores, it introduced scented environments to differentiate itself and strengthen its reputation. This was to increase customer recognition of the high quality of its products and service. The brand used its dedicated fragrance, "Cardin," a blend of youthful green apple, uplifting geranium, refined black peppercorns, and a hint of green vetiver (a type of grass) that adds depth to the overall composition. The program has proven to be a resounding success, with fragrance devices installed in a total of 71 Pierre Cardin stores in Turkey . Following the success of the "Cardin" fragrance in Turkey, the brand plans to expand its fragrance offerings to other international locations.