A Comparative Study of CEM on Fashion Brands in Trade & Commerce: A Study of Select Indian Brands

This Study conducts a Comparative analysis of three Selected Brands. These brands are selected on the basis of Popularity among the Consumer. Consumer Experience which is one of the important factors is performed to judge the most popular brands in Fashion by performing CEM Strategy. The research performs a descriptive research, Comparative analysis & exploratory research. The study is based on the Primary source of collection of Data through Questionnaire & Google forms. The study s based on H&M, Fab India& Van Heusen which follows different division & Strategies. The research shows that H&M leads in most of the Digital aspect, Fab India performs moderately in most metrics & Van Heusen lags behind because they are niche focused. The research integrates the comparisons between the Brands on the basis of different categories to check the awareness of consumers which makes the study one of kind in itself.