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Why brands are embracing fantasy: The psychology behind escapist marketing in anxious times

By Eugene Y. Chan, Associate Professor of Marketing, Toronto Metropolitan University
Ali Gohary, Lecturer (Assistant Professor Equivalent) of Marketing, La Trobe University

Why did Aritzia open a café inside its flagship store in Toronto? Why did Burberry pivot from fashion photography to cinematic ads that transport viewers into dreamlike sequences? And why is Simons, Canada’s remaining department store, incorporating…

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