How Fashion Brands Can Benefit from the Power of Eroticism

Eroticism has been affecting personal relationships for thousands of years and it still has a bad reputation. This article introduces eroticism to the field of management, in particular to brand management. In order to reveal what eroticism signifies a quantitative study using exploratory factor analysis was conducted. The findings have shown that eroticism is a multidimensional construct consisting of six distinct factors. It relies on a balanced attitudes model consisting equally of cognitive, affective and behavioral characteristics and enjoys significant differences with regards to gender and age. The developed erotic-based marketing strategy following a five-building block process should assist Fashion Marketing/General Managers in affirming their belief in the strength of turning their brand into an erotic brand.

Keywords:Fashion; Eroticism; Branding; Marketing mix; Construct measurement