This thesis delves into the realm of sensory marketing in the context of the retail industry, focusing on the clothing brand Michelle Belau. By skillfully engaging all five senses – scent, sight, sound, taste, and touch – Michelle Belau creates a distinctive and memorable brand experience that profoundly influences consumer behavior. Key findings highlight the effectiveness of sensory elements such as distinctive aromas, tactile experiences, and carefully curated visual and auditory stimuli. These sensory strategies not only contribute to brand recognition and recall but also enhance customer loyalty and repeat purchase behavior. In conclusion, this research underscores the significant impact of sensory marketing on consumers and its role in strengthening brand identity. The study's methodologies, including observation, semi-structured interviews, and structured surveys of 200 custom...