Multisensory Experience and Symbolic Value Creation in Luxury Retail: The Case of Chanel Fragrance & Beauty

In contemporary luxury markets, competitive advantage increasingly relies on experiential and symbolic dimensions rather than on purely functional product attributes. Within this context, the retail environment assumes a strategic role, as it represents the space in which brand identity is expressed through multisensory design, relational interaction and price coherence. This thesis examines how the in-store multisensory experience contributes to the construction of symbolic value and influences consumer behavioural responses in a luxury setting. The study adopts the Stimulus–Organism–Response model as its theoretical framework in order to analyse the process through which environmental and relational stimuli activate internal cognitive and emotional states, which subsequently shape behavioural intentions and actual purchase decisions. The research integrates contributions from sensory marketing, consumer neuroscience, servicescape theory and luxury brand management, proposing a structured interpretation of engagement as an intermediate variable linking stimuli and perceived value. The empirical investigation is based on a single case study of the Chanel Fragrance & Beauty boutique in Rome. A mixed-methods research design was implemented, combining semi-structured managerial interviews, structured in-store observation and a quantitative survey administered to 75 visitors immediately after their boutique visit. This triangulation allows for the integration of strategic perspective, spatial configuration and consumer perception, strengthening the internal coherence of the analysis. The results show that the perceived quality and coherence of multisensory and relational stimuli are positively associated with customer engagement. Engagement significantly enhances perceived brand value, which emerges as a relevant predictor of both behavioural intention and actual purchase. The findings suggest that, in luxury retail, the boutique functions not only as a point of sale but as a symbolic environment in which brand meaning is activated and internalised. From a theoretical perspective, the thesis contributes to the application of the Stimulus–Organism–Response model within luxury retail by demonstrating the central role of experiential coherence in the construction of perceived value. From a managerial standpoint, the results underline the importance of designing consistent multisensory experiences capable of sustaining premium positioning and fostering long-term relational continuity. The study confirms that, in the luxury context, value is constructed through a process of perceptual activation, emotional involvement and symbolic interpretation that translates into measurable behavioural outcomes.