Brands have started to appreciate the gains of studying the nervous system. What good might this do?

Material innovation with all due respect – but consumption is psychological. We were therefore excited to read about fashion’s emerging exploration of neuroscience to create fashion and branding that speak to consumers’ subconscious desires. Though historically fashion has been slow to explore fashion’s emotional stimuli, brands have now started to appreciate the commercial gains of learning from the study of the nervous system, and specialist “neuromarketing” agencies have evolved serving them to reach out to consumers on an emotional level. Though the purpose of the act is evidently to increase sales, we feel the study has great potential for making brands creating garments and brand identities that stick with consumers for longer. More here.

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