For many years now, scent, has been used to manipulate consumers into increased purchasing. One has only to think of scent’s relationship to nostalgia to understand its special power to emotionally sway decisions. It’s about time that designers look to scent to innovate not only in marketing but branding. As a recent article in The Business of Fashion explains, fashion designers seem to understand better than most just how integral the ethereal senses of touch and smell are to the experience of a brand.