How Marketing Fashions Consumer Loyalty. Uncovering Insights Through a Mixed Methods Approach

Abstract ―​

This inquiry scrutinises the intricate correlation between marketing strategies and consumer loyalty within the ever-changing fashion industry. Against the backdrop of rapid globalization and technological advancements, the fashion industry profoundly shapes consumer behaviours and brand allegiance. Employing a mixed-methods research approach, this study presents a comprehensive analysis of the subject matter. The secondary research entails a comprehensive literature review of prevailing scholarly literature on fashion marketing, consumer behaviour, and branding strategies. The primary research involves the acquisition of qualitative and quantitative data through semi-structured interviews with industry professionals and a survey tailored to consumers. Data analysis encompasses thematic analysis of the qualitative data and frequency analysis for the quantitative data. The findings are subsequently triangulated under each identified key theme. This paper contributes to the field of fashion marketing by elucidating new insights on how marketing impacts consumer loyalty.