[en] Market saturation and changes in the current environment have forced brands to develop strategies that allow them to differentiate themselves from their competitors. To do so, they must find out what are the main motivations that incite their customers to buy. In this sense, Neuromarketing is the specialty that investigates consumer buying behavior, analyzing how the consumer responds to the stimuli provided in the market. Through this discipline, the human being is presented as a species in which irrationality and feelings predominate in the purchasing process. Neuromarketing, therefore, helps companies to determine which stimuli and emotions have the greatest impact on the consumer and which neural processes are carried out during the purchasing process, so that they can develop specific strategies with less risk of failure, greater return on investment, and that allow them to differentiate themselves from their competitors by creating associative advantages. The objective of this paper is to analyze how textile stores apply Neuromarketing strategies to seduce their consumers. The research methodology is based on the bibliographic review of numerous sources of information including books, scientific journals, and web articles. The research ends with the analysis of three cases of Neuroscience application in different fashion brands. Finally, it is shown how Neuromarketing is currently the future paradigm of Marketing for companies, because its tools and applications provide the empirical answer that traditional Marketing techniques lacked, and therefore, it allows to enter into the consumer's mind.

[gl] A saturación do mercado e os cambios da contorna actual obrigaron ás marcas a desenvolver estratexias que lles permitan diferenciarse dos seus competidores. Para iso, deben coñecer cales son as principais motivacións que animan aos seus clientes a comprar. Neste sentido, o Neuromarketing é a especialidade que se encarga de investigar o comportamento de compra dos consumidores, analizando como responde aos estímulos proporcionados no mercado. A través desta disciplina preséntase ao ser humano como unha especie na que predominan a irracionalidade e os sentimentos no proceso de compra. O Neuromarketing, polo tanto, axuda ás empresas a determinar que estímulos e emocións teñen máis impacto no consumidor,e cales son os procesos neuronais que se levam a cabo no proceso de compra, co fin de que as mesmas, poidan desenvolver estratexias específicas con menor risco de fracaso, maior retorno do investimento, que lles permitan diferenciarse dos demais. competidores creando vantaxes asociativas. O obxectivo deste traballo é analizar como as marcas do sector téxtil aplican estratexias de Neuromarketing para seducir aos seus consumidores. A metodoloxía de investigación baséase na revisión bibliográfica de numerosas fontes de información, incluíndo libros, revistas científicas e artigos web. A investigación remata coa análise de tres casos de aplicación da Neurociencia en diferentes marcas da industrias da moda. Por último, exponse como o Neuromarketing é na actualidade o paradigma de futuro do Marketing para as empresas, debido a que as súas ferramentas e aplicacións dan a resposta empírica da que carecían as técnicas tradicionais de Marketing, e que permite, por tanto, afondar na mente dos consumidor.