The role of experiential marketing in shaping brand identity within the fashion industry: A case study of Gentle Monster

This study examines the role of experiential marketing in building and communicating brand identity, using Gentle Monster as a case study. In the highly competitive fashion industry, brands must continuously differentiate themselves to attract and retain customers. Experiential marketing offers a strategic approach by building emotional connections through immersive customer experiences. Gentle Monster, a South Korean eyewear brand, utilizes innovative retail spaces and artistic installations to create unique shopping experiences. This study explores Gentle Monster’s use of spatial storytelling, varied global themes, and advanced technologies in its offline stores. The findings reveal that these strategies effectively enhance the brand’s identity, resonating with its target audience of trend-conscious millennials and Gen Z. The study concludes with suggestions for deeper customer engagement and managerial implications for other fashion brands, emphasizing the importance of aligning brand identity with experiential marketing. Ultimately, the integration of such immersive experiences can drive brand loyalty and long-term business growth.