BUSINESS REPORT

A Study of How Repeat Customers can Affect Brand

Image in the Fashion Industry
 TEAM AND TEAM MEBERS

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.

We concluded the following from our evaluation of the survey:

Brands in the fashion industry are greatly affected by their repeat customers. These customers bring in a sense
of stability to the brand and help it in sustaining and competing in such a market. The reason of why these
customers have a tendency to be loyal to the brand is because of it’s quality products and immaculate
customer service. The findings from this survey can be very beneficial to these brands in the long run as they
provide ways for the brands to gauge their strengths and improve upon their weaknesses.
 ACKNOWLEDEGEMENTS

We would like to express our heartfelt gratitude to our teacher, Dr.Alpana

Agarwal, for providing us with this opportunity to collaborate on a group
project that consisted of a business report on ‘How Repeat Customers can
Affect Brand Image in the Fashion Industry’, as well as for her assistance in
completing our project. We sincerely appreciate this opportunity that has
educated us on various new subjects. We would also like to thank our peers and
fellow group members for their invaluable support in helping us complete this
project within the time frame allotted with great efficiency.
TABLE OF CONTENTS
 TABLE/FIG PAGE
SR.NO LABEL
NO NO.

Frequency distribution of purchase by

1 Fig 1.1 15
repeat customers

Frequency distribution of factors

2 Fig 1.2 15
influencing repetition of customers

Frequency distribution of most

3 Fig 1.3 16
important aspect for repeat customers

Frequency distribution for statistical

4 Fig 2.1 16
analysis of purchase by repeat customers

Frequency distribution for statistical

5 Fig 2.2 analysis of factors influencing repetition 17
of customers

Frequency distribution for statistical

6 Fig 2.3 analysis of most important aspect for 17
repeat customers

7 Fig 3.1 Pie Chart of age bracket of respondents 25

Pie Chart of purchase by repeat

8 Fig 3.2 25
customers

Pie Chart of purchase by repeat

9 Fig 3.3 26
customers

Pie Chart of preferred amount of fashion

10 Fig 3.4 26
brands
 TABLE/FIG PAGE
SR.NO LABEL
NO NO.

Pie Chart of respondents who are repeat

11 Fig 3.5 27
customers

Pie Chart of factors causing repetition of

12 Fig 3.6 27
customers

Pie Chart of brand perception having

13 Fig 3.7 28
repeat customers

Pie Chart of most important aspects for

14 Fig 3.8 28
repeat customers

Pie Chart of respondents who

15 Fig 3.9 29
recommend brands

Pie Chart of positive impact of repeat

16 Fig 3.10 29
customer on brand’s image
 INTRODUCTION

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.

1. CONSUMER LOYALTY AND REPEAT PURCHASE BEHAVIOR

The foundation of understanding the impact of repeat customers on brand image lies in
comprehending the concept of consumer loyalty. Scholars such as Reichheld (1996) argue that
repeat purchase behavior is a key indicator of customer loyalty. Exploring the various
dimensions of loyalty, including attitudinal and behavioral aspects, provides a framework for
assessing the long-term impact of repeat customers on a brand's image.

2. BRAND IMAGE FORMATION:

Creating a reputable brand image is a tedious, yet, a necessity for any company in order to make
a name for itself, specifically in the fashion industry. It deals with consumer behaviour; their
attitudes, tastes and preferences, and purchasing patterns. Kapferer (2012) postulates that the
brand image of a company is not solely dependent on the marketing efforts, rather, it is
significantly influenced by customers’ experience and satisfaction with the brand. This is where
the repeat customers play an integral role as they greatly help in shaping these experiences.
3. THE ROLE OF CUSTOMER EXPERIENCE:
Understanding the dynamics of customer experience is crucial in delineating the pathways
through which repeat customers influence brand image. Homburg et al. (2017) emphasize the role
of positive experiences in fostering customer loyalty. Repeat customers, having had multiple
interactions with the brand, contribute significantly to the overall customer experience and
subsequently impact brand perception.

4. WORD-OF-MOUTH AND SOCIAL INFLUENCE:

The effect of repeat customers is greater than that of individual experiences. This is because
repeat customers have a high tendency to disseminate positive word of mouth which
proportionally uplifts brand ambassadors, according to Brown and Reingen(1987). Hence, these
satisfied customers can significantly contribute to the brand’s influence on social media and
amongst the masses. Further aiding in creation of the brand’s image amongst their interest groups
and friendship circles.

5. BRAND TRUST AND CREDIBILITY:

Trust is what lays down the foundation in consumer brand relationships. Repeat customers who
make an added effort to establish trust through their repeated interactions, contribute
significantly to uplifting the credibility of a brand. Doney and Cannon (1997) argue that trust is a
key driver of brand image, and repeat customers serve as a testament to the brand's reliability and
consistency.
 DATA COLLECTION AND METHODOLOGY
My teammates and I conducted a survey through google forms on our chosen topic that is ‘A
Study of How Repeat Customers Can Affect 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.

The reason behind choosing this sampling method is as follows-

Easy Accessibility- Using Google Forms, allowed us to reach a broader audience. We were
able to collect data from a diverse range of respondents without being affected by
geographical restrictions.
Cost-Efficiency- Using Google Forms is highly cost effective due to the elimination of the
need to print or physically distribute questionnaires and collecting answers.
Efficiency of time- Using google forms, allows us to effectively use time as they are easy to
administer and allows respondents to have the ease to fill the questionnaire at their own
convenience. Also, we were able to capture a higher response rate.
Diverse Coverage- Google forms being an online source of distributing the questionnaire
ensured a broad and diverse range of respondents.

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.

Consistency Check- We cross-checked responses to check for consistency. For instance, if a

response by respondent A is that he/she doesn't believe that repeat customers positively affect
a fashion brand’s image and reputation but otherwise indicated to one of our teammates that
he/she believes otherwise then this would signal an inconsistency in their response.

Survey- Before floating our google form, we first circulated the form amongst ourselves to
cheek for ambiguities, confusing questions or any other issue.

Data Security- We ensured privacy of respondents by not collecting any personal

information except their age and gender which further allowed to maintain anonymity of the
respondents as well.

STORING AND MANAGING DATA-

For managing and storing data, we followed the following approach-
Data Entry- After circulating the google form, responses were automatically collected and
stored in Google Sheets spreadsheet.

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.

The Descriptive Statistics we used:

Mean- Calculating mean helped us understand the central tendency of responses.
Median- Calculating median helped us identify the middle value which can be valuable when
dealing with data that might have outliers.
Mode- Calculating mode helped us identify the most frequently occurring response.

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

1. Frequency of purchase by repeat customers

2. Factors influencing repetition of customers

3. Most important aspect for repeat customers

B. STATISTICAL ANALYSIS

(i) Frequency of purchase by repeat customers

Mean = SUM OF OBSERVATIONS TOTAL/NUMBER OF OBSERVATIONS

= 57/4 = 14.25
Median = (n+1)/2 th term = 58/2 th term = 29th term = Monthly
Mode = Monthly
(ii) Factors influencing repetition of customers

Mean = SUM OF OBSERVATIONS TOTAL/NUMBER OF OBSERVATIONS

= 149 /5 = 29.8
Median = (n+1)/2 th term = 150/2 th term = 75th term = Price affordability
Mode = Quality of products

(iii) Most important aspect for repeat customers

Mean = SUM OF OBSERVATIONS TOTAL/NUMBER OF OBSERVATIONS

= 51 /4 = 12.75
1. Median = (n+1)/2 th term = 52/2 th term = 26th term = Product availability and variety
Mode = Product availability and variety
 C. INTERPRETATION

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.

WORD OF MOUTH MARKETING

This can seem to be a small thing, but it actually has a great impact in the fashion industry. Repeat
customers speak positively about the brand persuading more people to buy from that particular brand.

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

REDUCED ADVERTISEMENT COSTS

Brands with loyal consumers tend to save greatly on marketing and advertising costs as these brands
already have a strongsupport to rely on. This also, indirectly, reduces customer acquisition costs.

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.

2. Keller, K.L. (1993). Conceptualizing, measuring and managing customer-based brand

equity. Journal of Marketing, 57(1), 1-22.

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
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 PEER RATINGS

Rating for Rating for Rating for

Rating for Rating for
Category Anam Ali Anushka Arshi Kaur
Weightage Aashi Seth Aditya Gaur
Khan Pandey Sethi
(out of 5) (out of 5)
(out of 5) (out of 5) (out of 5)

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