Hermès in ASMR style : a study of ASMR in fashion marketing footage and associated experiences of luxury brand lovers

Abstract: The study presented here delves into the integration of Autonomous Sensory Meridian Response (ASMR) content into fashion marketing strategies, with a specific focus on the renowned luxury brand Hermès. ASMR is a perceptual phenomenon characterized by tingling sensations and feelings of relaxation triggered by certain audio visual stimuli. This research investigates how luxury brand enthusiasts perceive and engage with ASMR content within the context of Hermès' marketing communications. By delving into the interplay between sensory experiences, brand perception, and consumer engagement. The introduction introduces the concept of ASMR and its parallel with synesthesia in terms of individual variability. It also addresses scepticism toward non-universal experiences like ASMR and highlights people's divergent reactions towards it. The relevance of studying ASMR in the marketing context is outlined, with an emphasis on the challenge of integrating personal ASMR experiences into branding strategies.