A Study on Digital Marketing Strategies on Customer Attraction and Retention in Fashion Retail Outlets in Chennai City With Special Reference to Women Customers

This study investigates the effect of contemporary digital outreach strategies on the loyalty and
engagement level of female purchasers in Chennai's apparel retail sector. The study examines how
precision-driven marketing, which includes influencer partnerships, social media promotions, and
personalised messaging, impacts both initial attraction and long-term commitment as online contact
changes shopping patterns. Given that women comprise a significant portion of the clothing market,
communication tactics must be specifically designed to cater to their distinct tastes and decision-
making styles. The study also looks at how purchase decisions are influenced by immersive technology
like augmented reality (AR) and the growing significance of environmentally friendly branding. It
examines how social media visibility can enhance brand recognition and attract new customers.
Furthermore, the study examines how effectively loyalty programs, special deals, and prompt service
contribute to repeat business. The study finds which aspects of digital marketing appeal most to female
consumers and how these aspects affect their purchasing decisions by examining first-hand accounts
from 100 participants in Chennai. The results aim to provide store owners with practical guidance on
boosting their online visibility and fostering stronger connections with their target audience. The
study's conclusion emphasises the need for a sophisticated, data-driven strategy for internet marketing
that not only draws attention but also creates enduring connections. Fashion merchants may establish
more meaningful and long-lasting interactions with female buyers in a more competitive and digitally-
driven market by coordinating technical innovation with customer values and expectations. This study
advances our knowledge of how planned digital strategies can result in quantifiable company
expansion and client loyalty.