From Psychological Placebo to Consumption Resonance: A Study on

the Construction Path and Practical Strategies of ‘Relaxation’ in

Brand Marketing

Shengshiyan Fan

Rosedale Global High School, Markham, Canada

Keywords: Brand Marketing, Empathy Marketing, Psychological Placebo, Goyard.

Abstract: With the rapid development and progress of the society, people's pace of life has become faster and faster,

and in this case, relaxation has become a popular word, and it is also one of the ideal living, learning and

working attitude pursued by young people today. In this regard, many brands use marketing techniques to

create a relaxed image for their products to arouse consumers' attention and interest. The purpose of this paper

is to explore the construction path of relaxation in brand marketing, and to analyse the role of relaxation as a

psychological placebo in brand marketing. Finally, this paper extracts the three major parts of the relaxation

marketing process, perception shaping, experience deepening and emotional resonance. In addition, this paper

also analyses the role of relaxation as a placebo effect in Goyard’s brand marketing, as well as contrasts and

distinguishes it from the placebo effect in medicine.

1 INTRODUCTION

In today's Acceleration Society, the pace of people's

lives is forced to accelerate due to the development of

technological innovations as Ill as the acceleration of

social change. This social phenomenon brings

enormous time pressure and psychological problems

such as anxiety and depression to people's lives

(Hartmut, 2014). With the advent of the post-

pandemic era, psychological needs have become

more emphasized globally, which is mainly reflected

in the increased need for security, heightened concern

for mental health, and the pursuit of work-life

balance. This has made ‘relaxation’, a state of life

sought by many, an important psychological demand

to combat anxiety, as Ill as a desired ‘utopia’ for

people in high-pressure environments. In addition,

this psychosocial change also brings new challenges

and opportunities to the luxury industry, especially

brands need to make adaptive changes and progress

in product development and marketing strategies.

From an academic perspective, Rania B. Mostafa,

Tamara Kasamani (2020) published an article stating

that consumer emotional experience has a significant

impact on the creation and maintenance of brand

https://orcid.org/0009-0005-3873-0687

loyalty. As well as reviewing the literature from the

perspective of consumer psychology and brand

emotional value, it can be found that a lot of literature

analyses in depth how consumer psychology carries

out its role in brand marketing, with some studies

pointing out that consumers' word-of-mouth

communication intentions towards a brand are related

to whether or not they are emotionally connected to

the brand (Xie & Peng, 2014). In addition the concept

of empathy marketing has been widely explored. For

example, some studies have shown the pillar role of

empathy as a capacity to understand others in

marketing, as Ill as the inadequacy of the current state

of the art in the marketing industry in this regard by

reintroducing an empathetic marketing approach

called empathy-based marketing (Carsten, 2021).

However, a search of the literature on empathy

reveals a dearth of studies, and there are no studies

that specifically address the role of empathy in brand

marketing and analyse and synthesise it in the context

of consumer psychology.

In medicine, the placebo effect usually refers to

patients' beliefs and expectations that a treatment will

actually improve their health, even if the treatment

itself is ineffective. Most of the current research on

Fan, S.

From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in Brand Marketing.

DOI: 10.5220/0013840600004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 163-168

ISBN: 978-989-758-775-7

163

the placebo effect in marketing activities focuses on

activating consumers' expectations through

marketing behaviours to influence the actual

experience of the product (Fabrizio, & Alessandro,

2022). For example, Baba Shiv, Ziv Carmon and Dan

Ariely (2005) published a paper on the effect of price

on consumer expectations, perceived quality and

liking. However, there is still limited discussion on

how ‘relaxation’ is constructed and practiced as a

psychological placebo in brand marketing. Current

research lacks a systematic theoretical framework to

analyse the operational structure of ‘relaxation’

marketing. Therefore, this study aims to fill this gap

and systematically explore how brands construct

‘relaxation’ in their marketing strategies and realise

the transformation from psychological placebo to

consumer empathy.

2 GOYARD BRAND MARKETING

ABOUT RELAXATION

2.1 Brand Concept

The history of Goyard can be traced back to 1792, its

predecessor is Pierre-François Martin founded the

Maison Martin, the shop for providing high-quality

packaging products

recognized by the French

aristocracy and favored, and won the ‘official

supplier’ honors of the Dutchess of Berry, and the

second owner Francois Goyard. The shop was

recognised and loved by the French nobility for the

high quality of its packaging products and was

honoured as the ‘official supplier’ of the then

Duchess of Berry, before the second owner, Francois

Goyard, changed the name of the shop in 1852 to

Maison Goyard and it has remained until now (Magda

& Matvei, 2024). Goyard's philosophy is one of

understatement and luxury, with an emphasis on

craftsmanship and handmade perfection. Goyard's

brand tone differs from that of other luxury brands in

that it does not pursue overexposure and mass

marketing strategies, but rather attracts high-end

consumers through scarcity, secrecy and exclusivity.

Specifically, this secrecy is reflected in the fact that

Goyard hardly advertises, does not invite celebrities

to collaborate in endorsements, and seldom accepts

media interviews; uniqueness refers to Goyard's

exclusive signature Y pattern and the characteristic of

artisanal handmade production; and scarcity is

reflected in the fact that Goyard's products are usually

released in limited quantities and only sold in a small

number of offline directly-managed shops. Goyard's

philosophy of understated luxury is unique in the

global luxury market, which is why it is favoured by

high-end consumers who seek exclusivity and

exclusivity.

Goyard's brand philosophy is also reflected in its

adherence to craftsmanship. The brand highlights the

handmade nature of its products by telling the story

of craftsmanship and demonstrating its opposition to

the cookie-cutter

assembly line. This insistence on

high-end handmade craftsmanship not only gives the

products a unique cultural value, but also allows

Goyard to maintain a high-end brand image in the

luxury market. In addition, Goyard provides artisan

one-on-one service in after-sales service, which

further strengthens consumers' brand loyalty.

2.2 Relaxation in Product Design

In product design, Goya pursues the concept of

‘anti-fashion’, which is mainly reflected in the

brand's insistence on using its classic Y-shaped

pattern--‘Goyardine’ as the main visual element

of the bag body, which not only shows

consumers the brand's exquisite hand-painted

craftsmanship, but also serves as a visual symbol

of the Goyard brand and a symbol of the brand's

cultural history. Goyardine not only shows

consumers the exquisite hand-painted

craftsmanship of the brand, but also serves as a

visual symbol of the Goyard brand as Ill as a

symbol of the brand's cultural history. In

addition, this act of defiance against fast fashion

is also in line with the rebellious spirit of Gen Z,

the main pursuer of relaxation.

Another important feature of Goya's bags in

recent years has been their ‘lightness’. Unlike

many luxury brands that use heavy leather

fabrics to create serious, formal bags, Goya has

selected use light, waterproof coated materials

with a slouchy fit to create a casual look. This

design is in line with the modern consumer's

need for comfort and practicality. So, Goyard's

products are designed to meet the consumer's

need for relaxation in the post-epidemic era.

Goyard's relaxation is not only reflected in

the material and shape of its products, but also in

the brand's understanding of consumers'

lifestyles. Goyard's product design aims to

provide consumers with a relaxed and casual

lifestyle, so that they can show their spiritual

abundance and self-compatibility through its

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products, thus expressing their relaxed and easy-

going attitude and way of life. Instead, they can

express their relaxed and relaxed attitude and

way of life through products that show their

spiritual abundance and self-compassion, rather

than through luxurious appearances that

highlight their identity and

status. This design

concept makes Goya's products not only

practical, but also have emotional value, which

can create

deep emotional resonance with

consumers, thus completing empathetic

marketing. At the same time, it is also in line

with the consumer concept of Generation Z

consumer group that focuses on product

connotation and consumer experience (Ao,

2021).

2.3 Experiential Marketing

Goyard also has excellent performance in

experience marketing, the most typical of which

are Goyard's craftsman one-to-one service and

customised service. One-on-one service means

that the production of the product purchased by

the consumer as Ill as the subsequent after-sales

work, such as product repair and maintenance,

are all completed by a single craftsman. This

Individualised Service and Personalised Service

(ISPS) approach provides consumers with a

unique, detailed and caring shopping experience,

so it meets the consumer's needs for a high

quality service experience and personalised

products and provides consumers with an

additional emotional experience.

addition, Goyard uses Scarcity Marketing

to amplify the positive shopping experience for

consumers. Specifically, Goyard's products are

usually sold in limited quantities, and Goyard

does not have an online sales channel, selling its

products only in a few offline boutiques. This

sales method not only raises the difficulty of

purchasing the products, but also ensures that

consumers have enough participation in the

purchasing process and enjoy the shop services,

which ultimately achieves the purpose of

increasing consumers' Post-Purchase Evaluation

and satisfaction, i.e., purchasing rare and high-

end products will bring consumers a sense of

pleasure (Li, 2023).

In addition, Goyard's offline shops also focus

on deepening the sense of experience; Goyard's

shops are usually located in high-end shopping

districts or luxury malls in first-tier cities. In

addition, the interior design of the shops and the

display of products continue Goyard's traditional

low-key luxury style. Most of the shops use dark

green, auburn, mahogany and brass as the main

visual elements in the shop, and match with

comfortable warm-coloured lighting to create a

high-class experience environment full of ‘old

money style’. This style of décor provides a

comfortable and sophisticated environment for

the consumer to shop in and reinforces Goyard's

image of understated luxury in the mind of the

consumer.

Overall, the artisan one-on-one service,

product scarcity marketing, and beautifully

decorated shops are all designed to increase

consumer satisfaction with the products they buy

and the buying process, which helps Goyard

build consumer loyalty to the brand.

2.4 Communication Strategy

In terms of communication strategy, Goyard

rejects excessive and deliberate marketing, but

mainly relies on ‘Organic Influencer Advocacy

and WOMM’ to enhance brand awareness and

influence. The‘Organic Influencer Advocacy

and WOMM’ means that Goyard naturally

attracts consumers‘ attention by sharing

celebrities’ daily outfits and airport roadshow

photos, rather than launching a large number of

advertisements both online and offline. This

unintentional approach to marketing is so closely

aligned

with the core of relaxation, i.e.,

relaxation and going with the flow, that it has

subconsciously labelled the product and the

brand as relaxation.

Goyard's communication strategy is also

reflected in its clever use of social media.

Although Goyard never advertises in any form

and rarely gives interviews to the media, the

brand has

managed to attract the attention of a

large number of young consumers through

spontaneous sharing and user-generated content

(UGC) by celebrities on social media platforms

(e.g., Instagram and Facebook.) Goyard has

From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in

Brand Marketing

165

successfully captured the preferences of young

consumers for advertising and maintained a high

level of popularity among the young consumer

segment. Consumer base and maintains a high

level of awareness.

In addition, Goyard's offline boutiques,

which are mainly located in international first-

tier cities (e.g. Paris, New York, London, Tokyo,

Beijing, etc.) and cultural and fashion centres,

are also one of the ways for Goyard to spread its

brand. These areas and cities have a high traffic

flow in high-end shopping districts and are home

to a large number of avant-garde, fashion-

conscious people. At the same time, these people

also pay more attention to brand connotation and

consumer experience than others, which means

that they are Goyard's potential customers. By

carefully designing and arranging the storefront

to catch the eyes of people passing by, and

initially conveying the brand's design concept to

bring a good impression to potential consumers.

2.5 Consumer Engagement and Cultural

Identity

Goyard through the brand history story and

handmade craft heritage story, to attract

consumers and gain consumer goodwill, and

ultimately make consumers buy brand products,

and in the sales

process again through the

products and services to consumers to convey

the brand's cultural connotation and emotional

value, and ultimately to achieve the results of the

customer and the brand to establish a deep

emotional connection. This emotional

connection enables consumers to have a strong

sense of goodwill and identification with the

Goyard brand itself, and is conducive to the

establishment and maintenance of consumer

brand loyalty.

In addition, Goyard enhances consumer

engagement

through limited sales and

customisation. In the customisation process,

customers can choose the pattern they want to

hand-paint in the pattern book provided in shops

and ask artisans to create a one-of-a-kind

product. This sense of participation and

experience in consumption not only strengthens

consumers' brand identity, but also gives

Goyard's products a higher emotional value.

3 ISSUES AND

RECOMMENDATIONS

In the fashion industry, Goyard, as a brand with a

long history, has a unique brand DNA but also

faces a series of challenges. These challenges

mainly focus on the balance of brand exclusivity

and mainstream, the limitation of sales channels

and the construction of brand value, which affects

its further development.

In terms of the balance of brand exclusivity and

mainstreaming, Goyard faces a dilemma. On the

one hand, the brand has long maintained a low-

profile, niche image, which gives it a certain degree

of exclusivity. For example, Goyard rarely

advertises or actively seeks media exposure, and

the brand's history is little known, which limits its

visibility in the mass market. Although this

exclusivity can satisfy the needs of some customers

who pursue uniqueness and low-key luxury, it

hinders the spread of the brand among a wider

consumer group. On the other hand, in the highly

competitive fashion market, too much emphasis on

exclusivity may lead to the gradual marginalisation

of the brand, making it difficult to achieve greater

market share and commercial value. However,

over-exposure and pandering to the public's tastes

by blindly pursuing the mainstream may

undermine the brand's uniqueness and premium

positioning.

Limitations in distribution channels are also a

major obstacle to Goyard's growth. Currently,

Goyard only sells directly through 35 shops

worldwide, and does not have shop mail or online

sales channels. This limited distribution greatly

restricts the brand's market reach. Moreover, in

today's digital age, consumers are gradually

shifting

their shopping habits to online, and while

many brands are expanding their online sales

channels to ensure smooth sales, Goyard has not

been able to keep up with this trend. This not only

made it difficult for potential consumers to

purchase their products conveniently, but also

deprived the brand of the opportunity to leverage

the Internet for further branding and sales growth.

To address these issues, Goyard can adopt the

following strategies. First, Goyard can increase its

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brand exposure. For example, brand promotion

through co-operation with art and cultural events

not only maintains the brand's high-end image, but

also attracts the attention of a wider range of

consumers. At the same time, it also uses social

media platforms for precision marketing, pushing

content about the brand's unique craftsmanship and

historical stories to potential consumers, so as to

enhance brand awareness while avoiding over-

commercialised publicity that could damage the

brand's image.

In addition, Goyard should gradually expand its

sales channels to address the limitations of its

distribution channels. It can cautiously and

gradually open online sales channels, such as

setting up an

official e-commerce platform or

cooperating with famous luxury e-commerce

companies, to improve the accessibility of the

products under the premise of guaranteeing the

brand's image. At the same time, Goyard should

also consider opening new shops in more potential

regions around the world to expand its market

coverage, but be careful to maintain the luxury

quality and service experience of the shops to

match the brand's positioning.

Goyard should also further optimise the

customer experience. This can be done by

establishing a brand community, organising online

and offline activities, facilitating communication

and interaction with

consumers, and enhancing the

brand's social attributes, thus creating more value

in the ‘ACT’ dimension (Irisawa, &Nagasawa,

2011).

Overall, if Goyard wants to achieve sustainable

development in the highly competitive fashion

market, it needs to

face up to the current problems

and make reasonable strategic adjustments to

balance brand exclusivity and mainstreaming,

break through the limitations of sales channels and

optimise the customer experience, so as to enhance

its brand value and market competitiveness.

4 CONCLUSIONS

In this study, the author have investigated and

presented the background of Goyard's brand

through an overview

research method, as well as

collated and analysed the brand's marketing

behaviours related to relaxation, so that a set of

frameworks about the mechanism of constructing

relaxation in branding can be extracted, which

mainly consists of the three major parts, namely,

perceptual shaping, experience deepening, and

emotional resonance. First of all, in the stage of

perception shaping, the brand needs to design

products with

attributes such as ‘reflux’, ‘freedom

of spontaneity’ and ‘comfort’, as Ill as a unique

brand story that matches the brand's tone. Then, in

the experience deepening stage, the brand should

optimise the product purchase process experience

and use experience to enhance customer

satisfaction, and also provide personalised

customised service and high quality responsible

after-sales service to further gain the trust and

favour of customers, and ultimately achieve the

goal of bringing customers a stress-free and

anxiety-free full-process experience, so as to

cultivate the

confidence of the customers. The final

goal is to bring customers a stress-free and anxiety-

free full-process experience, so as to cultivate

customers' brand loyalty. In the last stage, brands

can use social media and cooperation with KOLs

to further establish an emotional connection

between consumers and the brand, as well as to

show the brand's history and brand spirit, and

ultimately achieve consumer resonance.

In addition, after in-depth research and

analysis, relaxation has been found to act as a

placebo in marketing in a way that is somewhat

different from what is commonly defined as a

placebo. Typically, in experiments and studies in

the field of clinical medicine and pharmacology,

the placebo effect refers to the fact that subjects are

told that they are using an active drug with specific

pharmacological properties, which results in a

reduction of symptoms or a change in

physiological parameters, when in fact they are

using a placebo with no medicinal properties. In

contrast, the ‘relaxation’ studied in this paper is a

placebo that is sought and applied by the

consumers themselves, rather than being applied

and used by bystanders without their knowledge.

And this placebo serves to bring mental comfort

and satisfaction to consumers, helping to bring

them closer to the distance between the real state

and the ideal state. In detail, the goods with

relaxation itself may not help the consumers to

make their life easier in reality, but the consumers'

identification with the goods and the psychological

suggestion make the consumers get satisfaction.

From Psychological Placebo to Consumption Resonance: A Study on the Construction Path and Practical Strategies of ‘Relaxation’ in

Brand Marketing

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