Building brand awareness and enhancing customer engagement through fashion show
Opobiyi, Wasilat (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060520565
https://urn.fi/URN:NBN:fi:amk-2025060520565
Tiivistelmä
The aim of this thesis was to build brand awareness through fashion show and to show how it increases customer engagement. Its main objective was to examine the role of fashion show event in creating an emotional connection between the brand and the audience. It also aimed to showcase the unique designs of the brand and leverage the customer feedback for the growth of the brand. The theoretical framework employed for this research was based on customer engagement theory (CET) and various brand awareness models which focused on emotional connection, customer participation and impact of digital platforms in fashion marketing.
The research involved organising a fashion show and followed by administration of an online survey from 53 respondents. The survey asked questions related to the overall experience of the show, awareness of the brand, possible future purchase, and their perception of the event. The analyses of the results revealed that the show was overwhelmingly successful in increasing the awareness of the brand with about 92.4% of the respondents rating the show as excellent. Also, the event created a strong emotional connection with 64.2% feeling more connected to the brand. In addition, about 84.9% of the respondents expressed their interest in purchasing from the brand in the future.
The study also concludes that fashion shows are very powerful tool for building rand awareness and enhancing customer loyalty. For future events, it is recommended that more interactive digital elements should be employed to engage with more diverse audience and increase customer engagement.
The research involved organising a fashion show and followed by administration of an online survey from 53 respondents. The survey asked questions related to the overall experience of the show, awareness of the brand, possible future purchase, and their perception of the event. The analyses of the results revealed that the show was overwhelmingly successful in increasing the awareness of the brand with about 92.4% of the respondents rating the show as excellent. Also, the event created a strong emotional connection with 64.2% feeling more connected to the brand. In addition, about 84.9% of the respondents expressed their interest in purchasing from the brand in the future.
The study also concludes that fashion shows are very powerful tool for building rand awareness and enhancing customer loyalty. For future events, it is recommended that more interactive digital elements should be employed to engage with more diverse audience and increase customer engagement.