THE IMPACT OF DIGITAL CUSTOMER-CENTRIC STRATEGY AND DATA-DRIVEN MARKET INSIGHTS ON CUSTOMER RETENTION IN THE FASHION INDUSTRY: A BIBLIOMETRIC ANALYSIS

Abstract— Fashions brands operating in digital environments today face a retention challenge that grows sharper each year. This study presents a bibliometric analysis examining how digital customer-centric strategy and data-driven market insights shape customer retention specifically within the fashion industry. Drawing on 149 peer-reviewed journal articles sourced from ScienceDirect and processed through VOSviewer, the study maps the intellectual structure and thematic evolution of this interdisciplinary field. Four bibliometric visualizations covering co-citation networks, density mapping, overlay analysis, and keyword co-occurrence reveal three dominant thematic clusters. One cluster is grounded in service quality and customer satisfaction. A second centers on customer experience and engagement. A third is anchored by machine learning, big data, and analytics-driven approaches. Overlay analysis confirms a decisive temporal shift publications from 2024 and 2025 orient increasingly around customer centricity and analytics-driven strategy while the earlier dominance of conventional service quality frameworks recedes. Scholars and practitioners must treat customer-centric design and data intelligence as mutually reinforcing strategic capabilities rather than as separate departmental concerns. Fashion brands integrating both dimensions into their digital operations build more durable customer relationships than those addressing only one. This study contributes a systematic knowledge map of the field and identifies actionable directions for fashion firms seeking evidence-based retention strategies.