Competition amongst firms is intense within the fashion industry, with more options for the consumer than ever before. Firms are altering their brand strategies to adopt and manage this increase in competition with an apparent increase in effort to form a connection between brand and consumer. Cultivating a brand loyalty is more important than ever for fashion firms, to ensure that their brand has a stable sales basis and a positive image. There is a suggestion however that loyalty may be dissipating. With the emergence of fast-fashion brands who offer similar styles to more expensive brands but at a more affordable prices, it be deemed that it is no longer enough to offer just a high-quality product but to offer intangible benefits to the consumer such as an identification with the brands personality.
This dissertation attempts to understand the reasons for brand loyalty or lack of brand loyalty amongst millennial consumers in this sector. Millennial are frequent consumers of clothing products, therefore attempting to understand their consumption activities are of real benefit to fashion firms. The objective of this research is to identify the key brand characteristics which can spark brand loyalty. An online survey was utilized to collect both quantitative and qualitative data from 200 respondents in the millennial age bracket in a mixed method approach.