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I was reading in a book the other day that there isnt anything really called 'brand loyalty'... It then goes on to explain the above as follows:

Say you are a loyal customer at ..uummmm...Zara, but then another brand say a competitor to Zara comes along offers you the same at a better orice with a better customer service, it is often seen that you (a customer) will tend to switch loyalty. Think about it. Isnt that true? But if you are truly 'loyal' you would never change no matter what.......i mean that goes for friends doesnt it....would you give up a friendship just when you see that there is a better 'friend' out there, you wouldnt. Now thats loyalty in its true meaning..

Well this is what i read...and i thought this indeed is a very interesting thought.

Care to share your views?

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This is an interesting topic that you have started. I can not answer well because I personally have "no" brand loyalty when it comes to fashion. As a matter of fact, I would be content if the world was void of brand names entirely. I would never buy a garment based on brand name alone. I may factor it into the purchasing decision, but I am more interested in the items appearance then the brand name.

Years ago, people would wear Polo because it gave them a particular status. If someone saw you wearing a polo shirt (easily recognized by the polo logo on the front of the shirt), you would have the appearance of being well off financially. I truly think that during the peak of the polo empire, people had truly been brand loyal. However, times have changed. At this point in history, I think that people are still very interested in having a "favorite" brand or "favorite" shopping destination. However, I do not think that many people are "loyal" to a brand or store.

Fashion designers should strive for "brand recognition", but please do not get sad if you can not achieve "brand loyalty". This is just the way of the world..
Well you are right...but does being brand loyal only means that you wear the brand because it gives you a status in the society?? A brand brings with many aspects. I read in yet another book called 'the starbucks experience' where the author goes on to say that 'everything matters when you are in the business of retailing coffee' . I believe that its true for everything where your end customers are people/human beings. For example if a consumer at a Polo store feels humiliated or is apprehended by the approach at the time of purchasing their merchandise, dont you think he/she will probably go to another competitor say Thomas Pink where he gets equally good quality shirts at the same price but with a better environment and genuine customer service? Think about it. At the end of the day branding is nothing but building relationships with people, maybe through advertising, publicity, et all.

So a lot goes into buliding a brand in the mind of a consumer, its not only about how one is made to feel in society.

However these days when the market is saturated with brands, its hard to be loyal to a single brand for a long time.

But then its all about brands....and service that comes along with it. Dont you think? Sometimes its always not the product.
Absolutely agree... Customer service is a very critical issue. If the product is great, but customer service is not on par, many consumers will turn their back on the brand. Developing a brand has many factors. All of which are important... How horrible to spend years developing a brand, and then hire the wrong sales person for your boutique... Designers really have alot to think about when trying to develop brand loyalty.


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