Apparel & Fashion — Driving Growth Through Social Listening and Market Research

Summary

When a major fashion retailer saw shoppers slipping away despite big ad spends, they turned to an unconventional approach — social listening. By combining social listening with deep market research, they discovered that their audience wasn’t just shopping for clothes; they were shopping for alignment with their values. Shoppers wanted style that fit their bodies and their beliefs, with sustainability, transparency, and quality taking center stage. Armed with these insights, the brand rewrote its playbook — refreshing campaigns, fixing sizing frustrations, and showcasing its commitment to eco-friendly practices. The result? Surging sales, renewed loyalty, and proof that in today’s fashion world, the brands that win are the ones that tune in.

Challenge

A leading global apparel and fashion retailer was experiencing declining shopper engagement across its seasonal collections. Despite strong brand recognition and a significant media spend, in-store traffic and e-commerce conversions continued to lag. Traditional consumer surveys delivered mixed results — some shoppers praised the style and affordability, while others quietly abandoned the brand without explanation.

The leadership team needed clarity. Why weren’t seasonal launches resonating? Were style trends shifting? Was price sensitivity or sustainability influencing purchase behavior? Without actionable insights, the brand risked wasting millions on marketing campaigns that no longer connected with today’s apparel shoppers.

Approach

RILA GLOBAL CONSULTING designed a two-pronged research program, combining social listening with market research to uncover both what shoppers were saying online and how they behaved offline.

Social Listening Analysis

• Scope: Conversations were tracked across Instagram, TikTok, Twitter (X), Reddit fashion communities, and leading fashion blogs.

• Findings:
• High dissatisfaction around fit inconsistencies and durability concerns, especially with denim and outerwear categories.
• Emerging discussions about sustainable fabrics, with Gen Z users in particular calling out brands that lacked eco-friendly materials.
• Influencers promoting “slow fashion” content drove spikes in negative sentiment toward fast fashion–style launches.

Market Research & Shopper Studies

• Qualitative methods: Focus groups and shopper ethnographies were conducted in New York, London, and Milan — three fashion capitals where trends often begin.

• Quantitative methods: Surveys measured shifting attitudes toward apparel purchases among 2,000 respondents.

• Key insights:
• Sustainability was validated as a top purchase driver for younger audiences, alongside style and price.
• Shoppers were more likely to purchase when transparent sizing guidance was provided, reducing returns and frustration.
• Seasonal messaging was perceived as outdated compared to newer, values-driven retail competitors.

Integrated Insights

By blending digital conversation analysis with direct consumer input, RILA delivered a 360-degree understanding of the apparel consumer: customers wanted fashion that looked good, but also aligned with their values around sustainability, fit, and quality.

Results

The retailer adopted RILA’s recommendations, transforming both its marketing approach and its product positioning.

• Messaging Refresh: Campaigns shifted to emphasize eco-friendly fabrics, responsible sourcing, and long-lasting design.

• Sizing Transparency: Online product descriptions were updated with improved sizing charts, fit notes, and model references.

• Engagement Strategy: Social content integrated behind-the-scenes videos about sustainable production and UGC campaigns with eco-conscious influencers.

Business Impact (Within One Quarter)

• +32% increase in positive sentiment online, especially among younger shoppers.

• +21% uplift in category sales, driven by improved conversion rates online and in-store.

• Significant reduction in product returns due to better sizing guidance.

• Higher loyalty scores among Gen Z and millennial shoppers, creating a stronger customer lifetime value.

Why It Matters

This case study highlights how social listening and market research can work together to uncover hidden truths about shopper behavior. In the competitive apparel and fashion industry, retailers must go beyond surface-level surveys and listen to what shoppers are saying organically online.

RILA’s integrated approach not only helped the brand win back consumers but also created a blueprint for future collections. By tapping into real-time consumer conversations and validating them with robust market research, the retailer successfully pivoted its strategy, boosted sales, and strengthened its reputation as a forward-thinking, values-driven fashion brand.