Professional Documents
Culture Documents
Business Report
Business Report
S. No Name PRN
1.
Aashi Seth 23021022007
2.
Aditya Gaur 23021022014
3.
Anam Ali Khan 23021022034
4. Anushka
23021022055
Pandey
5. Arshi Kaur
23021022069
Sethi
ABSTRACT
The fashion industry is one of the most trendy renowned and dynamic industries in the world. The companies
in this industry are driven by it’s reputation and due to that, it’s loyal consumers. We decided to take a deeper
look into this topic and find the answer to the question: how repeat customers can affect the brand image of a
company in a fashion industry. Our team conducted a survey by way of circulating a questionnaire across
people with varied tastes and preferences.
In a world where fashion trends come and go as quickly as they appear on the runways, one
aspect stays constant—the relationship with their devoted consumer. The purpose of this
report is to dissect this connection in length and find out how loyal customers affect a brand's
reputation in the fast-paced fashion world.
What distinguishes loyal customers? They are the consumer world's unsung heroes. Rather
than just being a sequence of transactions, they create a story around a brand. Loyal
consumers become the brand's storytellers, shaping consumer perceptions. The purpose of
this study is to look into the reason behind their brand loyalty and find out what motivates
individuals to consistently pick a certain brand along with how this devotion influences how
the public views that brand.
Through this study, we hope to get insight into the feelings and thoughts of the target
customers, going beyond simple statistical analysis. We seek to understand the subtleties of
their choice along with the the emotional connection they develop with the fashion labels of
their choice. Consider this a probe into the mysteries that go unnoticed that raise a brand
above the level of simple apparel to that of a symbol.
The survey has been designed to elucidate the nuances of brand loyalty. The insights
provided by participants fit together like a puzzle piece and add to the overall picture being
painted.
LITERATURE REVIEW
INTRODUCTION
The changes in the current evolving trends and styles are not the only factors that affect the fashion
industry or landscape, it is consumer behavior that affects the dynamic landscape of fashion as it
evolves at a rapid pace. Therefore, building an understanding of the role of repeat customers in
affecting the brand image in the fashion industry creates a necessity for fashion retailers to establish a
sustainable and positive market presence. This literature review aims to explore existing research and
scholarship on the relationship between repeat customers and brand image in the fashion industry.
SAMPLING METHOD-
By using Google Forms, our sampling method was a form of convenience sampling which is
particularly known as “online convenience sampling.” Therefore, we chose our respondents
based on their availability and accessibility.
There were a few drawbacks as well such as potential for selection bias and the exclusion of
people who don’t have internet access.
DATA COLLECTION-
This digital approach allowed us to easily spread our questionnaire across the masses and
social media channels. Respondents were invited to participate by sharing the link and they
completed the form at their convenience. After submission, the data was automatically
collected and stored digitally which in turn ensured easy analysis and maintaining
respondent anonymity.
DATA COLLECTION
DATA QUALITY ASSURANCE-
Validation Checks-We had set certain fields like ‘gender’ and ‘age’ as required so that we get
the essential information of the respondents but alongside ensuring their anonymity.
Data Cleaning- We identified incomplete data and removed them from our collected data.
Survey- Before floating our google form, we first circulated the form amongst ourselves to
cheek for ambiguities, confusing questions or any other issue.
Data Storage- The Google Sheets spreadsheet was stored securely on cloud servers. Also,
access to the data was restricted to authorised personnel to maintain confidentiality.
Data Backups- We maintained regular backups of the Google Sheet to prevent data loss.
Data Export- If further data analysis was required, we could easily export the data from
Google Sheets to other data analysis tools or statistical software such as Microsoft Excel.
DATA ANALYSIS PLAN-
For the data analysis plan, we used 3 descriptive statistics methods to gain insights and
properly analyse the collected data on- How Repeat Customers Can Affect Brand Image in
the Fashion industry.
TIMELINE-
October 23th- The rough draft of Google Form was created and floated amongst out team
members to start survey like checking for ambiguities or confusing questions in the Google
Form
October 24th- The Google Form was finally spread amongst each team member’s contacts.
October 25th- The Title page, table of contents, abstract, introduction and literature review
was prepared.
October 26th- A total of 50 responses were collected and the Google form was closed. Data
from Google form was exported to Google Sheets. Validation check, consistency check, data
cleaning and data backup was conducted as well.
October 27th- A meeting was held to discuss the rest of the execution plan along with giving
inputs regarding each teammate's work and helping each other with their parts.
October 28th- The research methodology, findings and discussions and practical implications
was completed and added to the final report.
October 29th- Peer rating, conclusion, list of abbreviations and list of tables was prepared,
compiled and added to the final report. All members also collectively proofread the entire
report.
FINDINGS AND DISCUSSIONS
A. FREQUENCY DISTRIBUTION
B. STATISTICAL ANALYSIS
From the above statistical analysis of the data collected about the impact of repeat customers on
brand image in the fashion industry, it can be interpreted that the majority of repeat customers
prefer to shop on a monthly basis. This was assessed on the basis of responses from a sample
with age brackets of below 18 (13.7%), 18-25 (56.9%), 25-40 (7.8%), 40-60 (15.7%) and above
60(5.9%) years old. There were several factors that influenced the customer behavior for brands
in the fashion industry to turn into repeat customers. The chronological order of factors that
originate the repetition of these customers is as follows:
1. Quality of products
2. Price affordability
3. Unique style and design
4. Brand image and reputation
5. Celebrity endorsements
This research and analysis also highlighted that the most important aspect for repeat customers
is product availability and variety, followed by competitive pricing.
CONCLUSION
In the field of fashion economics, companies looking to prosper in the cutthroat environment
must have a proper understanding of consumer behaviour. The survey highlighted key
aspects of consumer preferences and loyalty.
The survey made the trend in the number of clothing purchases evident, implying that a
substantial proportion of people shop on a monthly basis. Brands have the chance to develop
a constant presence in the consumer decision-making process through this regular
engagement.
Although the survey's findings at first showed low level of brand loyalty, additional
examining revealed that more than 80% of respondents show brand loyalty by regularly using
specific brands. This in-depth understanding focuses on how companies can develop and
capitalize on loyal clientele.
The main thing affecting buying decisions was found to be quality, closely followed by cost.
This highlights the economic principle that buyers are happy to spend money on goods they
believe to be better overall. Also, the importance of a product's design and uniqueness shows
how consumers combine expressive and practical motives when making decisions.
Repeating customer loyalty and favourable brand perception turned out to be linked in an
intriguing way. Brands with loyal customers are seen as reliable, pointing to the value of
strengthening brand loyalty.
The survey also showed a tendency for people to engage in word-of-mouth marketing for
businesses that already have a large base of loyal customers. This type of support points to
how customer satisfaction affects brand promotion and helps in adding brand awareness and
customer acquisition.
In a nutshell, a look at consumer behaviours and opinions within the fashion industry reveals
the thorny connection that exists between personal preferences, brand loyalty, and financial
prosperity. Companies in an industry where long-term success depends on customer
satisfaction will end up in a better position for continued success if they spot these trends and
approach them strategically. In the always evolving field of fashion, the survey's findings
stress on the importance of fully understanding and reacting to the complexities of consumer
behaviour.
RECOMMENDATION/PRACTICAL IMPLICATIONS
Practical implications refer to the real - life applications of the outcomes derived from a particular
research or study. In this case, they would provide certain recommendations to the brands in the fashion
industry in enhancing their brand image.
FEEDBACK
A feedback from repeat customers can prove to be very beneficial in enabling a brand to learn about its
strengths and weaknesses and ways to improve upon them. Brands can utilise this constructive criticism
to make refinements.
STABILITY
Repeat customers provide a sense of stability in the rapidly changing market which results in consistent
revenues and making the brand stronger in the eyes of the public. This enhances the image of the brand
in the eyes of stakeholders, thus resulting in long-term growth
INSIGHTS
Repeat customers offer invaluable information about their behaviours through their purchasing patterns
and feedback. This data helps brands to create products that are improved and align with the consumers’
preference, enhancing the brand’s ability to meet the ever-changing needs and wants of the customers.
REFERENCES/BIBLIOGRAPHY
References:
1. Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and
#OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–
100.
3. Knouse, SB. (1986) Brand loyalty and sequential learning theory. Psychology and
Marketing 3: 87–98.
4. Shukla, P. (2010). Impact of interpersonal influences, brand origin and brand image on
luxury purchase intentions: Measuring interfucntional interactions and a cross-national
comparison. Journal of World Business, 45(4), 357-367.
ANNEXURES
ANNEXURES
ANNEXURES
ANNEXURES
ANNEXURES
PEER RATINGS
Contribution
30% 4.7 4.6 4.8 4.9 4.8
to the project
Quality of
30% 4.9 4.9 4.9 4.8 4.9
work
Teamwork and
20% 4.9 4.9 4.8 4.8 4.8
Communication
Overall
20% 5 5 5 5 5
Performance