Exploring Factors Leading to Customer Loyalty to Fashion Brands: A Case Study of Harare, Zimbabwe

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 interviews and focus group discussions from five managers and ten fashion consumers for five fashion retail shops in Harare selected through the 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 other 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.