Customer loyalty stands at the very foundation of brand building, which only serves to further build a brand upon its inception. Factors like IT, Fit, Commitment, Familiarity or even the Comfort Zone, serve to build this amazing force of desirability.
In India, retail is a buzzword today, where choices are innumerable and commitment but a fallacy; at such time consistent customer loyalty is a rare find. Apparel industry is also going through the same trend, where the game is no longer about the look, fit, feel and a familiar face.
The desire now is about identity, feeling and ultimately the convergence of the individual and garment, so they blend into one with a special style that cannot be replicated. At this stage, it has become difficult for brands to make their customer fuse with their product.
A survey reveals that Indian Terrain enjoys some loyal customers, who surpass all standards of being unwavering in their choice of clothing. This brand loyalty can be seen from few examples. Mr Muralidharan who owns 120 Indian Terrain shirts coupled with 35 Indian Terrain trousers. Also on the records is Mr. Mathivanan who prides himself with 110 Indian Terrain shirts and 60 trousers. Others include Mr. Kumar and Mr. Narayanan who own 80 shirts, 60 trousers and 85 shirts, 50 trousers; respectively.
Customer loyalty in consumer goods categories is definitely a topical issue, for which several brands resort to various measures to satisfy their customers. Retailers vie for these potential customers who will visit and re-visit their stores. How to identify them and keep them is a question that can never be answered precisely.
Fibre2fashion News Desk - India
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