ABSTRACT

The fashion industry is a dynamic landscape shaped not only by ever-evolving trends but also by consumer sentiments and perceptions. In this era of digital communication, consumers express their thoughts and emotions towards fashion brands through various online platforms, generating an unprecedented volume of textual data. This research project explores the development and evaluation of a specialized sentiment analysis tool tailored in fashion website to the distinct linguistic nuances and emotional intricacies of the fashion domain. The project’s conceptual framework integrates sentiment analysis techniques, domain-specific considerations, and usercentric design principles. It involves the collection and preprocessing of diverse fashion-related text data, the development of an innovative fashion website using a sentiment search engine to analyze data, and the creation of a user-friendly tool for fashion brand professionals. The effectiveness of the tool is evaluated using both quantitative metrics and qualitative analysis, considering accuracy, usability, and the tool’s ability to capture nuanced sentiments. The findings reveal that the sentiment analysis tool offers fashion brands a valuable resource for comprehending consumer sentiments, refining marketing strategies, and making data-driven decisions. However, the project acknowledges the unique challenges presented by the creative language and varied sentiments inherent to the fashion industry. Therefore, discussions center on the tool’s limitations and propose avenues for future enhancements, including adapting to evolving language trends and expanding its scope. In conclusion, this research project contributes to bridging the gap between sentiment analysis techniques and the intricate world of fashion brands. The developed tool empowers fashion professionals to gain deeper insights into consumer sentiments, thereby fostering stronger brand-consumer relationships and enhancing the industry’s ability to respond to ever-shifting market dynamics