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Styled by Choice: What Drives Loyalty in Fashion Choices and Sustained Preferences

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Research Objectives

  • Mapping the journey for the consumer and understanding how the shift to their favorite clothing brand.

  • Consumer profile of the client’s brand Consumer. The pen portrait, various touch points and motivations, anxieties, values, attitude and behavior.

  • Understand the reasons for preferring client’s brand and the image drivers associated with these. Understand the various factors that have contributed to the current brand image

Approach and Methodology

  • In-Depth Interviews

  • Lasting up to 1.5 hours

  • At a Central Venue

SAMPLE SIZE: 30 IDIs

MARKET: Delhi, Mumbai & Bangalore

Target Group

  • Male & Female

  • 28-35 Years

  • Working Professional

  • SEC: A1+

Usership

  • Fab India Loyalist Consumer

  • H&M Loyalist Consumer

  • Zara Loyalist Consumer

  • Biba Loyalist Consumer

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This study tracks consumer preferences in travel bags through 40 in-depth interviews conducted in Delhi and Mumbai. It maps the purchase journey, explores emotional and functional drivers, and analyzes brand positioning for VIP, Wildcraft, Samsonite, Safari, and American Tourister.

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