AN ANALYSIS OF LEVEL OF CUSTOMER LOYALTY TO FASHION BRANDS.A CASE STUDY OF FASHION CONSUMERS IN HARARE ZIMBABWE

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.