THE EVOLVING STRATEGIES OF FASHION BRANDS TOWARDS CUSTOMER ENGAGEMENT
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.1422Keywords:
Fashion Marketing, Customer Interaction, Brand Customer Relation, Social Media, Customer Engagement, Digital MarketingAbstract [English]
Customer engagement has been explored in organizational behavior as well as in advertising literature. Talking about customer engagement, when it comes to fashion retail and marketing, fragmented research has been seen on various aspects of customer engagement. This paper aims to bridge this gap by putting together the research done so far in both traditional and digital marketing in fashion. The paper also attempts to understand the path forward for brand interaction vis-à-vis customer.
Driven by advancements in technology and shifting customer behavior, the fashion industry has undergone dramatic changes in the recent years. Marketing strategies have evolved taking clues from these changes in the retail environment. By examining the changing landscape of fashion brand customer engagement, this paper seeks to identify key trends with the goal of outlining a roadmap for further research.
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Copyright (c) 2024 Swati Bhalla, Dr. Pradeep Joshi, Dr. Vibhuti Narayan Bajpai
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