Abstract:
The study sought to analyze the level of customer loyalty to fashion brands a case study
of fashion consumers in Harare. The study aimed to establish level of customer loyalty to
fashion brands after observing closure of most fashion retail shops and emergency of fast
fashion and second hand clothing on the market. The study made use of quantitative
research approach. Data was collected using structured questionnaires and structured
interview. The population of the study comprised of participants from five fashion retail
shops in Harare town selected through the use of stratified random probability and
purposive (non-probability) sampling techniques. Sample comprised of 70 participants.
Quantitative data was analyzed using Statistical Package for Social Sciences (SPSS)
version 20.0. It emerged from the findings that there was a decline of customer loyalty to
fashion brands influenced by economic conditions such as inflation, wages and buying
power. The findings also indicated that fashion consumption behavior had decreased to
local fashion brands which were studied for example Pepkor, Kenso, Top secret,
Essences and Top mum. Strategies such as promotions and reduction of prices to match
the tangled budgets for fashion products were indicated. The study recommends
introduction of flexible repayment methods in terms of affordable installment plans,
reduction of production to match consumption level and produce as per order on unique
designs and use of cheaper materials to reduce costs among manufacturers. The
practical relevance of the study was to develop a model that may help in improving
fashion products consumption and customer loyalty through matching the utility functions
that rationalize observations of consumer choices and consumer budget behavior.
