Understanding Consumer Sentiments Of Selecting Organic Brands Of Fashion Apparel

Abstract

The fashion apparel industry is deeply influenced by consumer sentiments, with emotions and perceptions shaping purchasing decisions and brand loyalty. As fashion brands increasingly leverage online platforms to engage with consumers, analyzing sentiments expressed in consumer reviews and social media discussions has become a crucial tool in understanding brand perception. This study employs sentiment analysis using qualitative analytical tools to analyze consumer sentiment through diagrammatic and graphical representations towards selected fashion apparel brands.

This paper examines online conversations and various feedback mechanisms through different avenues in terms of the impact that positive, neutral, and negative sentiments have on consumer trust, brand reputation, and purchasing behavior.The findings reveal that companies that maintain clear and consistent communication about quality, style, and service build positive sentiment, increasing loyalty and consumer advocacy. Conversely, negative sentiment, often linked to issues such as poor quality or unethical practices, can significantly damage brand perception and sales.

The findings of this study provide actionable recommendations for fashion brands to further improve their marketing strategies and increase customer engagement by offering insights into consumer emotions. Brands that effectively manage sentiment through transparency, authentic communication, and responsiveness can build stronger emotional connections with their audience, ultimately driving brand loyalty and long-term success.