Exploring customer loyalty towards fashion industry
- Hetvi Samani, Student, Faculty of Management, GLS University, Ahmedabad
- Devrshi Upadhyay, Assistant Professor, Faculty of Management, GLS University,
Ahmedabad
Abstract:
Competition amongst firms is intense within the fashion industry, with more options for the
consumer than ever before. Firms are altering their brand strategies to adopt and manage this
increase in competition with an apparent increase in effort to form a connection between
brand and consumer. There is a suggestion however that loyalty may be dissipating. With the
emergence of fast-fashion brands who offer similar styles to more expensive brands but at a
more affordable prices, it can be deemed that it is no longer enough to offer just a high-
quality product but to offer intangible benefits to the consumer such as an identification with
the brands personality. The first objective of this research is to identify the key brand
characteristics which can spark brand loyalty. The second is to assess the effect a
downgrading strategy can have on a fashion brands image and loyalty. Thirdly this
dissertation aims to assess the view that loyalty is difficult to cultivate for brands operating in
a fast-fashion system. Due to the poor research and the complexity of understanding
customers brand loyalty, the purpose of this study is to acknowledge the role of brand identity
and to enhance the knowledge about brand loyalty of customers when it comes to fashion
brands. The research is of a secondary data..
Keywords:
Customer Loyalty, Fashion, Brands, Brand Trust