Enhancing Customer Satisfaction through Fashion Retail

Manvi Tejpal


The dynamic nature of fashion requires companies dealing in fabric and apparel to be responsive to the ever changing customer choices as the consumers not only seek novelty in the products, but also in the entire shopping experience. For this they not only deal with customer satisfaction but also compete with other players in this field. This poses challenges to the companies in fashion retail to provide not only quality material catering to varied choices of the diverse clientele but also be effective in terms of consumer time and cost of products. Thus, in order to be responsive to the customers’ needs, the companies need to be effective on aspects ranging from procurement, production, design, distribution, sale and service while ensuring quality across all. This study is about improving the efficacy of the retail outlets of an Indian company dealing in fabrics and dress material.

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