The impact of digital influencer trends on fashion retail: An evaluation of a clothing brand in Kaduna, Nigeria
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- NGN 5000
Background of the study
Digital influencer trends are reshaping the fashion retail landscape by altering how brands communicate with consumers and build their identities. In Kaduna, clothing brands are increasingly partnering with digital influencers to tap into evolving trends and reach fashion-forward audiences (Ijeoma, 2023). This study evaluates the impact of these influencer trends on fashion retail by examining how influencer collaborations affect consumer perceptions, brand visibility, and sales performance. Digital influencers, with their extensive social media followings, provide a unique channel for brands to showcase their products through authentic and relatable content (Adebayo, 2024). The research analyzes various dimensions of influencer marketing—including content style, engagement metrics, and the authenticity of endorsements—to determine their influence on consumer behavior. Additionally, the study considers challenges such as influencer saturation and the potential for diminishing returns as more brands adopt similar strategies (Okechukwu, 2023). By employing both quantitative sales data analysis and qualitative consumer interviews, this research aims to offer comprehensive insights into how digital influencer trends are transforming fashion retail dynamics in emerging markets.
Statement of the problem
Fashion retailers in Kaduna face challenges in leveraging digital influencer trends to create sustainable growth in brand engagement and sales. Although influencer partnerships can generate significant online buzz, the long-term impact on consumer behavior and brand loyalty remains uncertain (Chinwe, 2023). In addition, inconsistencies in influencer authenticity and alignment with brand values may lead to mixed consumer responses (Ibrahim, 2024). There is a pressing need to understand how influencer-driven content translates into measurable retail outcomes and to identify strategies that maximize the positive effects of these trends on fashion retail performance. This study aims to address these issues by evaluating the correlation between digital influencer trends and key retail metrics.
Objectives of the study:
To assess the impact of digital influencer trends on fashion retail performance.
To identify factors that enhance the effectiveness of influencer collaborations.
To propose strategies for optimizing influencer partnerships in the fashion sector.
Research questions:
How do digital influencer trends affect consumer behavior in fashion retail?
What factors determine the success of influencer partnerships?
How can clothing brands optimize influencer strategies to boost sales and brand loyalty?
Significance of the study
This study is significant for fashion retailers seeking to harness digital influencer trends to enhance brand engagement and drive sales. Its findings will provide actionable insights into effective influencer collaborations and offer guidance on aligning influencer messaging with brand values. The research contributes to academic literature on digital marketing and fashion retail, enabling brands to strategically navigate the evolving digital landscape and optimize their marketing investments.
Scope and limitations of the study:
This study is limited to evaluating digital influencer trends and their impact on a clothing brand in Kaduna, Nigeria. It does not include other marketing channels or geographic regions.
Definitions of terms:
Digital Influencer: A person with a significant online following who can affect consumer opinions.
Fashion Retail: The sale of clothing and accessories through various channels.
Brand Visibility: The degree to which a brand is recognized and visible to its target audience.
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