Unveiling customer sentiments in fast fashion: A comparative analysis of customer reviews, recommendations, and ratings
Authors
Oyeku, Taiwo
Issue Date
2024
Degree
Publisher
Dublin Business School
Rights holder
Rights
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Abstract
The fast fashion industry has evolved significantly, driven by globalization, technology, and changing consumer preferences. Online shopping has become prevalent, enabling fast fashion brands to reach customers globally. Understanding customer sentiments is essential for fast fashion brands to stay competitive and meet evolving customer expectations. This study aims to analyze customer sentiments in the fast fashion industry using a real-world dataset. The research involves feature engineering, sentiment analysis, topic modelling, customer profiling, and dashboard creation. The findings revealed that positive sentiments dominate, with customers expressing satisfaction with products and services. Common topics include fashion focus, customer preferences, quality, and price. The study provides valuable insights for fast fashion brands to tailor their offerings, enhance customer satisfaction, and drive loyalty. Future research could explore building an advanced dynamic dashboard incorporating topic modelling and personalization strategies to further improve customer engagement and brand loyalty in the fast fashion industry.