Abstract:
The study sought to analyze the factors that lead to customer loyalty to fashion brands in Harare, Zimbabwe.
The study made use of a qualitative research approach. Data was collected using unstructured interview
and focus group discussion from five managers and ten fashion consumers for five fashion retail shops in
Harare selected through purposive sampling technique. Findings were analyzed thematically. The findings
reflected that customer loyalty to fashion brands was mostly influenced by economic conditions such as
inflation, wages, market interest rates, demographics, customer satisfaction, decrease in disposable income
and buying power. Strategies such as product promotions and provision of flexible hire purchase facilities
among others suggestions emerged from the findings as ways to improve customer loyalty and viability of
the fashion business. The study recommends fashion retailers to formulate a fashion retailer’s board
responsible for organizing forums to discuss issues regarding customer brand loyalty and fashion retail
business improvement. The study findings helped to develop a model that may help in improving fashion
products consumption and customer loyalty.
