A Study on Digital Marketing Strategies on Customer Attraction in Fashion Retail Outlets in Chennai City

Page No.: 77-84

Abstract

The rapid expansion of digital commerce has forced the fashion retail sector in urban India to radically transform its customer acquisition and engagement models. This study investigates the strategic efficacy of digital marketing channels and their direct impact on consumer attraction within the competitive retail landscape of Chennai City. While contemporary global literature largely argues that modern shoppers are transitioning entirely to online e-commerce platforms, local market dynamics often reflect a distinct set of consumer preferences. To examine this phenomenon, primary data was gathered through structured surveys from a sample of 120 retail consumers across major commercial hubs in Chennai, including T. Nagar, Adyar, and Anna Nagar. The empirical results demonstrate that a substantial majority of the target demographic remains highly active, with 66% of respondents shopping for fashion products on a weekly or monthly basis. Crucially, the data reveals that the physical retail space retains strong resilience; 33% of consumers prioritize the tactile ability to try on apparel before purchasing, making it the single most influential factor in store selection. Concurrently, 38% of respondents prefer interacting directly with official fashion retailer websites rather than generic online marketplaces. These findings indicate that consumer behavior in Chennai is not shifting toward a purely virtual model, but rather toward an integrated, hybrid consumption pattern. Ultimately, these empirical observations demonstrate that fashion retailers in metropolitan markets should transition from isolated digital campaigns toward an integrated 'phygital' strategy, utilizing social media and web channels as primary informational touchpoints to drive physical foot traffic and in-store conversion.