420 Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 17 DOI: 10.4018/978-1-5225-0110-7.ch017 ABSTRACT In an increasingly competitive and digitally driven fashion market, retailers have to fnd innovative ways to gain consumers’ attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifcally sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct infuence on consumer perceptions of a fashion retailer and consequently on the strength of its brand. INTRODUCTION In an increasingly competitive and digitally driven fashion market, retailers have to find innovative ways to gain consumers’ attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifically sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct influence on consumer perceptions of a fashion retailer and consequently on the strength of its brand. It draws on the theories of experiential and sensory branding and consumer-based brand equity to infer that multi-sensory branding become an essential element for fashion retailers to operate success- fully in the current business environment. The field of sensory marketing according to Krishna (2010) Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity Bethan Alexander London College of Fashion, UK Karinna Nobbs British School of Fashion, UK