Music and sounds as catalysts for manifesting fantasy in fashion spaces

Creating resonance between an audience and brand identity is often a long-term process but can be made instant through proper music implementation. This research explored music listening behaviours and their effect on inducing fantasy/daydreaming within fashion spaces (domestic, retail and runway) and specifically if fantasy strengthens garment self-association. Creating this connection between music, a garment and a physical space could result in an elevated visitor experience and signals a preference for curated experiences. The study undertook a phenomenological approach through surveys, wardrobe interviews and Mirror Time (using a mirror to pull on subconscious thoughts). The short-form survey and long-form interview had sample sizes of fifteen and four, respectively, covering several age groups from 21 to 35. Results showed that genre, task, music agency and desire mitigated fantasy/daydreaming. Additionally, music listening behaviours split into two audience groups: one using music for fantasy and the other for focus. Fashion spaces were mapped on a Store–Space (x), Object–Product (y) continuum to assess their properties, which, in conjunction with the audience groups, provided a framework for organizations to develop accurate music strategies. By integrating curated music experiences into a marketing strategy, a more consistent and meaningful brand–consumer resonance can be created.