Solution

Abstract

TrendSavvy, a mid-size fashion retailer, was struggling to retain customer loyalty and engagement due to intense competition and shifts in consumer behaviour. This research paper aims to examine how TrendSavvy used data-driven marketing research to reposition its brand, to choose the most effective marketing channels, and to increase customer loyalty. TrendSavvy also utilised mixed-methods research, combining qualitative and quantitative data to understand the target population more effectively. This research also demonstrates the importance of applying sophisticated data analysis, sampling methods, and literature review to develop effective marketing plans. The recommendations that have been made include performing market research on a regular basis, improving the digital engagement and embracing ethical practices for future growth.

Table of Contents

Chapter – I 5

I.0 Introduction. 5

1.1 Scope of Research. 5

Chapter – II 6

2.0 Literature Review.. 6

Key Challenges Faced by TrendSavvy. 6

Role of Marketing Research in Addressing Challenges. 8

How the Literature Review Informed Strategic Decisions. 10

2.1 Problem Statement 12

2.2 Objectives of the Study. 12

2.3 Hypothesis of the Study. 12

2.4 Conceptual/Theoretical Model for the Study. 12

Chapter-III 13

3.0 Research Methodology. 13

3.1 Data type (Primary/Secondary) 13

3.2 Research Design. 14

3.3 Sampling Method. 14

3.4 Questionnaire Framing (DV & IDV). 15

3.5 Tools and Techniques. 15

Chapter – IV. 16

4. 0 Data analysis and Interpretation. 16

4.1 Data Analysis. 16

4.2 Interpretation. 16

Chapter-V.. 17

5.0 Findings of the Study. 17

Chapter – VI 18

6.0 Suggestions/Recommendation. 18

6.1 Limitation of the Study. 20

6.2 Conclusion. 20

References. 21

Appendices. 27

Figure 1: Four-Stage Loyalty Model (Oliver, 1999) 6

Figure 2: TikTok Users by Age. 7

Figure 3: The Impact of User Generated Content 9

Figure 4: Conceptual Framework. 12

Figure 5: Key Drivers of Customer Loyalty and Engagement 16

Figure 6: Impact of Social Media Brand Actions on Purchase. 19

Chapter – I

I.0 Introduction

In the fashion industry, the dynamics of success depend on a brand’s capacity to capture consumer tastes and modify its approach as the market changes. Due to the increased availability of e-commerce and the use of social media platforms, there is high competition and for brands, they have to create their own niche and still be able to meet the ever-changing needs of consumers. TrendSavvy that used to be popular for its fashionable and low-cost clothing became stagnant as rivals introduced smart digital marketing and provided tailored customer interactions. This challenge raised pertinent issues that called for change in the marketing strategies of TrendSavvy so as to meet the needs of its audience as required. To get back on track, the company undertook a process driven by targeted market research that attempted to identify these consumer trends, behaviours and attitudes. This research contributed towards the areas where its approach needed improvement as well as how it could successfully re-engage the audience. The aim of this paper is to analyse how marketing research, analysis of data, and strategic planning has helped the company to confront these challenges and the long-term growth.

1.1 Scope of Research

This study is centred on the strategies adopted by TrendSavvy to address the problems that it encountered with regard to customer loyalty, engagement and market positioning in the fashion industry. It defines and analyses consumer behaviour factors, including emotional bonds, digital interactions, and brand authenticity to identify potential areas for improvement. The study also looks into how the integration of qualitative and quantitative data provides a rich understanding of consumer motivation and behaviour, which can be employed in the formulation of strategies. In addition, this research examines how digital marketing communication and social media impact customer engagement and loyalty, how market research builds brand credibility, and how individualised shopping experiences can be fostered. This research includes sampling, univariate, bivariate and multivariate data collection and analysis using factual information. In addition, it analyses how TrendSavvy can adjust with the current market trends to remain relevant in a competitive market in the future.

Chapter – II

2.0 Literature Review

The fashion industry has its own dynamics popularity trends, competition growth and necessity for integration in the technological innovations (Langley & Rieple, 2021). As a response to these challenges, TrendSavvy has to use market research as one of the ways to retain customers that will remain loyal to a brand and interested (Närvänen et al., 2020). This literature review aims to look into the problem that TrendSavvy faces, what type of research in marketing can be done to overcome these problems and how the literature will help to guide on decision making.

Key Challenges Faced by TrendSavvy

Eroding Customer Loyalty

One of the problems TrendSavvy experiences is customer disloyalty due to the entry of new competitors offering unique products and services and having effective online presence. Arslan (2020) defines customer loyalty as the customer’s willingness to return to a company to purchase its products or services. As noted by Ganaie & Ahmad Bhat (2020), customer loyalty is important in markets where repeat purchase is the main source of revenue. TrendSavvy has a low rate of customer loyalty because it has not established a strong persona and therefore cannot offer its customers products that are customised in a way that will make the customers develop an emotional bond with the brand. As explained by Jai et al. (2021), Oliver’s (1999) four stages of loyalty (See Figure 1) stress the necessity of the transition from cognitive loyalty, which is based on the customers’ awareness of value, to affective loyalty, which relies on the emotional connection. This failure to foster relationships hampered by non-existence of such connections has led to the stagnation of TrendSavvy.

Figure 1: Four-Stage Loyalty Model (Oliver, 1999)

Low Digital Engagement

As consumers engage with brands through digital channels, having a limited presence on platforms like Instagram and TikTok has also impacted TrendSavvy visibility and engagement. According to Musova et al. (2021), the fashion industry is commonly interesting for people aged 16-34, who are very active on following the latest trends. In Figure 2, we see the same age group being the most active on TikTok, meaning that the use of such digital platforms can have great impact for TrendSavvy. As stated by Brydges et al. (2022), social media is not only the way of communication but also the place where brands are selling themselves and telling their stories. The target market of TrendSavvy comprises the younger generation who are interested in consuming interesting, customised, and visually rich content (Ramadan & Nsouli, 2021). The lack of engagement effort in digital platforms put the brand in a disadvantageous position in the market.

Figure 2: TikTok Users by Age

Source: Petrucelli (2023)

Inconsistent Brand Identity

Brand authenticity, a critical aspect of trust and loyalty, is also an area where the company failed. Brand authenticity is defined by Safeer et al. (2020) as the perception of a brand by consumers as being genuine, reliable, and true to its image. Cinelli and LeBoeuf (2019) posits that authenticity lies at the heart of consumer perceptions. TrendSavvy failed to create a strong and meaningful story that would engage and inspire its consumers, which caused the brand to struggle in the competitive environment. As Routray (2024) also points out, lack of message consistency undermines credibility with the audience that cares about the company’s values and missions like sustainability and inclusion.

Role of Marketing Research in Addressing Challenges

Marketing research will provide TrendSavvy with the tools to address these challenges through data-driven insights (Rosário & Dias, 2023).

Understanding Customer Preferences

Quantitative and qualitative research methods will help the company understand where it has failed in engaging the right customers. According to Arefin et al. (2024),…………

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