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MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY

Carolina Hernandes Gomes1 , Eliabe Dias Mendes de Oliveira1 , Lívia Casavelha Lovato1 , Lucas Gustavo Rubio Sabino1 , Vanessa Batista de Souza Pereira1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 83-92
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Abstract

Introduction: fashion retail demands constant differentiation, and marketing capabilities offer a lens to understand how stores organize resources around product, price, channel and communication. Objective: to analyze the relationship between marketing capabilities and performance in fashion retail, considering brand visibility and customer loyalty. Methods: qualitative, exploratory bibliographic research, with a critical review of a corpus of three journal articles and thematic analysis in five categories, supported by theoretical literature. Results: a single empirical study shows that product, channel and communication capabilities are positively associated with perceived performance, channel standing out; price capability showed no significant relationship. Links to visibility and loyalty are conceptual or indirect. Conclusion: the chain from capabilities to visibility, loyalty and performance is a hypothesis to be tested, and the article proposes a research agenda.

KeywordsMarketing capabilitiesFashion retailBrand visibilityCustomer loyaltyPerformance
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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Funding
No
Copyright
© 2026 Carolina Hernandes Gomes, Eliabe Dias Mendes de Oliveira, Lívia Casavelha Lovato, Lucas Gustavo Rubio Sabino, Vanessa Batista de Souza Pereira, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Master in Administration from the University of the Amazon - UNAMA