Capturing Value from Customer Reviews: A Case Study of Multichannel Retailers in the Fashion Industry

Abstract

This research explores how text analytics can reveal consumer concerns by examining reviews of brands such as Khaadi, J., Ideas by Gul Ahmed, Limelight, and Sapphire on Google. The study is divided into two main sections: the first highlights the significance of text analytics in discerning consumer preferences, personalizing experiences, and identifying trends within the fashion sector. The second section focuses on the methodology of data preprocessing, modeling, and the analysis of customer feedback in the Pakistani fashion market. Using a four-step approach—data collection, preprocessing, topic modeling, and sentiment analysis—this research aims to evaluate how these top online retail brands are perceived based on customer reviews. Adhering to ethical standards for data handling, the study seeks to provide actionable insights into brand performance and customer perceptions. By leveraging multiple analytical methods, this research aims to convert unstructured social media data into valuable insights that can enhance retail strategies and customer engagement.