FMM Students Explore Sensory Marketing at ICONSIAM
Bangkok, May 6 – Raffles International College students from the Fashion Marketing and Management (FMM) programme embarked on a field trip to ICONSIAM. Their goal was to investigate brands’ use of sensory marketing and to assess how these strategies influence customer behavior, purchase decisions, and brand awareness in Thailand’s retail landscape.
During the visit, the focus was on how stores use the five human senses: sight, hearing, smell, touch, and taste. Raffles Students had discussions with several brand representatives and examined how these elements shape emotions and perceptions, while also considering how brands adapt their original cultures to better connect with Bangkok customers through these sensory approaches.
The activity required students to gather observations and prepare their findings for class presentations. They analyzed how sensory marketing impacts customers and how international brands adjust their identity for local audiences. This learning opportunity encouraged them to think critically, organize data, and transform real-world experiences into meaningful academic work.
This hands-on experience gave students more than just knowledge; it offered confidence and inspiration. They discovered that marketing is not only about selling products but about creating memorable experiences through the five senses. Stepping outside the classroom, our students saw how curiosity and creativity can shape the future of fashion Marketing.