Master’s Thesis Explores Power of Visual Branding in Fashion Marketing

12.11.2025

Sara Mirfakhraie’s research highlights imagery and colour as key tools for engaging Gen Z fashion consumers

Recent Wittenborg graduate Sara Mirfakhraie, originally from Iran, has completed her MBM (Master of Business Management) in Digital Marketing and Communications with a thesis examining how digital visual branding influences customer acquisition among Generation Z consumers in the Dutch fashion industry.

Mirfakhraie’s interest in the topic stems from personal experience. “I've been curious about this topic personally for years,” she said. “I always remembered certain brands from certain colours they used or their photographic styles since a very young age, when I was about 8 years old.”

That early interest continued through her undergraduate studies in photography and later informed her academic path in marketing. “This stuck with me for years until I studied photography for my bachelor’s and figured the impact of visuals on people. Later on, this was further reinforced with the knowledge I gained in digital marketing.”

Her research focused on three visual elements – colour, logo and imagery – and used a structured online survey to gather responses from 150 Gen Z fashion consumers in the Netherlands. Statistical analysis, including multiple linear regression in SPSS, was used to evaluate the role of each element in driving customer acquisition, guided by the Elaboration Likelihood Model (ELM).

Mirfakhraie found that imagery had the most significant influence on Gen Z consumers, with colour coming second. Logos played a supporting role. “Imagery had the biggest significance statistically in terms of customer acquisition,” she explained. “Logo was the least significant element, mostly performing as a complementary element.”

Her findings also supported the idea that Gen Z consumers rely more on emotional and aesthetic signals than detailed product information when making purchase decisions. “Visual consistency boosts brand recognition and social media engagement,” she said.

Reflecting on the research process, Mirfakhraie said she was glad the results aligned with her expectations. Now looking ahead, she is exploring career opportunities in marketing. “I am looking for various opportunities in digital marketing, preferably the more creative roles as that aligns perfectly with my background.”

For students preparing their own thesis, she offered this practical tip: “My advice would be to start their thesis as soon as possible in order to minimise the pressure and have the peace of mind that comes from having enough time to complete their education on time – stress free.”