Enter a clothing store and be carried along by the music… To how many of us has ever happened this? Background music in clothing stores has become essential. Silence bothers us because we find it strange. Music communicates by its presence and, also, by its absence. Besides, every time there are more and more interest in music for clothing stores.
Music defines your identity and contributes to build the perception that customers have of the brand. If we want to improve engagement with the brand, the customer must feel identified with it. But it is not only about designing the musical content strategy, but also taking into account other factors that will determine the background music of the establishment.
Characteristics of background music in retail
- Schedules: they are an important factor to consider in stores. They mark the rhythm and the volume of work. Depending on the hour, the store will have more or less customer flow and therefore, will require different needs, such as the content themselves.
Following the musical strategy defined by the brand, music for clothing stores must be adapted to time slots. Because music does not simply decorate the space, it can also speed up the buying process.
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- Change of tempo depending on the time slot:
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- When there are more customers the tempo of the music should be faster. Accelerate the purchase process, both for the customer and for the employees themselves.
- However, when there are fewer people in the establishment, the tempo should be more relaxing. In this case, the music must create a well-being atmosphere so that the client wants to remain longer and therefore, finish the buying process with more products.
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- Music by collections or seasons: other times, music is given by concepts beyond the brand positioning, such as special collections. That is why clothing stores’ music requires of creativity and, also, of adaptation to new collections or new seasons.
One of our most special clients, United Colors of Benetton presented its new collection called “Rainbow Machine” by the hand of the creative director Jean Charles Castelbajac. Both the brand and the designer share values, the taste for color and dynamic fashion. Then, we were given the great challenge of designing a new musical channel adapted to this new collection with dynamic, innovative and different songs, for the Fall-Winter 2019 collection.
Music for fashion stores: centralized management
Fashion chains need a centralized management of musical content. Centralization allows establishments to have a coherent musical strategy in each of them. In addition, this type of management is essential to coordinate all the centers and strengthen the branding strategy.
At Sonat Sounds we use the WAAPITI platform for content management. From the same point, all musical channels are managed and controlled. The platform has a wide variety of features, including content programming according to time zones, events, seasons, etc.
In Sonat Sounds we have been creating unique musical experiences in different fashion chains such as Lacoste, Boboli or Cuplé for more than 15 years. Our work philosophy is based on the search of new trends in the retail sector. The service that Sonat Sounds offers is a professional background music, where the technology used introduces an innovative and very stable solution.