DOI: https://doi.org/10.36719/2706-6185/49/69-73
Sabina Ismayilova
Baku State University
Master student
https://orcid.org/0009-0001-5566-4715
sebine.ismayilova122@gmail.com
Khadija Zeynalli
Baku State University
PhD student
https://orcid.org/0009-0001-5785-2963
xadica1@gmail.com
Smart Style: Leveraging Data for Powerful Fashion
Marketing Strategies
Abstract
Inconsistencies in the application and measurement of data-driven strategies are also caused by the disparity in data adoption among brands, particularly between big international corporations and smaller local ones. Furthermore, emotions, culture, and societal trends frequently impact fashion purchases in ways that data analytics may not fully capture. Because of this, it is challenging to evaluate the whole effect of data on marketing success. Additionally, relying too much on quantitative data runs the danger of ignoring qualitative elements like customer experience or brand identity. The research's breadth is further constrained by ethical considerations pertaining to consumer profiling, consent and data protection. Additionally, it is difficult to compare brands due to the industry's lack of uniformity in analytics tools and methodologies. These drawbacks imply that although data analytics has a lot of potential, its application in fashion marketing needs to be carefully considered and contextualized. Outcomes-The study shows that by empowering fashion firms to customize their campaigns and make well-informed judgments, data analytics greatly improves marketing efforts. Better customer segmentation, trend forecasting and targeted advertising result from its insights into consumer behavior. Brand loyalty, customer satisfaction and total sales success all increase for companies that use data-driven strategies. In the end, the study confirms that data analytics is an effective instrument that promotes creativity and effectiveness in the fashion industry.
Keywords: fashion, data analyses, marketing strategies, smart style, long-term success