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

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